Campaign details
Brand : SK-IIBrand owner : P&GLead agency : Forsman & BodenforsContributing agencies : BeOn NordicCountry : ChinaIndustries : Skin care, sun protectionMedia channels : Online video, Outdoor, out-of-home, Public relations, Word of mouth, advocacy
Executive summary
Last year, skincare brand SK-II did something unique in the category by not talking about its product, prioritising instead the emotional connection with Chinese women – and in doing that, it outperformed category leaders in China and regained its number-one position globally.
By packaging the complex topic...