Every year, SK-II looks to release a range of limited- edition bottles that speak to the hearts and minds of young Asian millennials whilst building upon the #ChangeDestiny platform - a campaign that encourages women to defy the belief that destiny is set at birth.
We were challenged to design stand-out packaging for the 2017 limited-edition run that would drive brand momentum and acquire a younger, more ambitious millennial audience. So that’s what we did.
Asian consumers were ready for skincare liberation, so we gave it to them with a bold attitude and language that’s dynamically different from the conventional beauty and skin-care landscape.
We created three limited edition bottles in collaboration with typographic artist, Luke Choice. Emblazoned with bold statements of empowerment, his expressive style further amplifies the no-rules individuality and confidence of the statements that sit front and centre on pack.
The bottles, almost ceramic in touch, have a tactile matte-finish coating that contrasts brilliantly with the vivid colour of the graphics.
SK-II consumers are bold, beautiful, feminine and free from rules. We wanted to remind each one of their individuality and invite them to truly ‘own it’.
We created a powerful manifesto to support the launch with impact and consistency across all touchpoints, including key product visuals, in-store video and secondary OOH touchpoints. #YourStatementYourBottle
The limited-edition packaging was further amplified across bold secondary gift packaging, giveaways and physical pop- ups.
It sits proudly across the social feeds of SK-II consumers, with an equally bold rallying cry #YourStatementYourBottle.
Brand equity within this period rose by 28.7%, with purchase intent up +10.7%. The campaign saw 1.3 billion social impressions and 7M social engagements.