SK-II: The Evolution and Dominance of Asia’s Premier Beauty Brand | World Brand Affairs

SK-II: The Evolution and Dominance of Asia’s Premier Beauty Brand


5/20/20234 min read

SK-II is a well-known skincare brand that offers a range of beauty products. It is particularly famous for its Facial Treatment Essence, which is considered one of its flagship products. SK-II was originally developed in the 1970s in Japan and has since gained a global presence. SK-II has a significant presence and is widely available through various channels. SK-II products can be easily found in major department stores, beauty retailers, and online platforms. The brand has dedicated SK-II counters and boutiques in upscale shopping malls, where you can explore their product range and receive personalized skincare advice from their beauty consultants.

SK-II often launches special promotions, limited-edition sets, and exclusive products tailored to the local market. They also organize events and collaborations with beauty influencers and experts to engage with their customers and provide educational opportunities about skincare. SK-II’s products are known for incorporating their signature ingredient, Pitera™, which is derived from yeast fermentation. Pitera™ is believed to have multiple skincare benefits, including hydration, brightening, and anti-aging properties. The brand offers a wide range of skincare products, including cleansers, toners, serums, moisturizers, masks, and more, catering to different skin concerns and types.

Pioneer in Leveraging Celebrity Endorsements In The Beauty Industry

SK-II, as a trailblazer in the Asian beauty market, has been at the forefront of utilizing celebrity brand ambassadorship. Recognizing the influential impact of celebrities, SK-II has successfully launched campaigns featuring popular film and TV stars from East Asia, such as Qi Qi, Shu Qi, and Sammi Cheng. By leveraging these TV personalities, SK-II effectively generates tremendous excitement and word-of-mouth buzz for its beauty products. In doing so, SK-II seamlessly intertwines itself with the careers of these celebrities and the extensive fandom they inspire, becoming an integral part of their journey.

Exhibiting Transparency & Establishing Connect

In contrast to several beauty companies, SK-II takes a unique approach by allowing customers to review their products directly on its website instead of relying on third-party beauty sites. Recognizing the significance of reviews in the highly competitive beauty industry, where numerous lower-priced alternatives exist without guaranteeing high quality, SK-II places great importance on user feedback.

Given that SK-II products generally come at a higher price point compared to average beauty products, the company relies heavily on user reviews to establish trust and credibility. As part of their customer-centric approach, SK-II actively encourages individuals to visit their nearest SK-II counter. This allows customers to gain a better understanding of their skin concerns and receive tailored recommendations before making a purchase decision.

SK-II extends regular invitations to its fans and customers, encouraging them to become part of the exclusive My Crystal Club, SK-II’s prestigious membership portal. By joining the club, members gain access to a range of benefits, including exclusive event invitations and exciting product promotions. This allows members to fully immerse themselves in a world of luxurious beauty and indulge in a premium lifestyle experience.

Additionally, SK-II consistently organizes special events designed specifically for women. As an example, to celebrate Mother’s Day this year, the company hosted a delightful Mothers’ Day Brunch exclusively for Crystal Club members. This event served as a heartfelt tribute to mothers, providing them with an unforgettable experience to cherish.

Systemically Breaking The Age Barrier

In an effort to break away from the perception that SK-II’s beauty products were primarily targeted toward older women, the brand took steps to appeal to younger generations. They strategically collaborated with designers, bloggers, and influencers who had a strong influence and popularity among millennials. This partnership enabled SK-II to launch their impactful marketing campaign called “Change Destiny,” which was prominently promoted across digital and television platforms.

The #changedestiny Campaign

The “Change Destiny” campaign quickly gained viral status, as evidenced by the thousands of reviews and impressions it garnered on major social media channels. This widespread online engagement highlighted the campaign’s effectiveness in capturing the attention and interest of the target audience. By leveraging the reach and influence of designers, bloggers, and influencers popular among millennials, SK-II successfully repositioned its brand image and attracted a younger demographic to explore its beauty products.

The campaign’s emphasis on transformation and the ability to shape one’s own destiny resonated with consumers, empowering them to take charge of their skincare journey. Through the use of engaging storytelling and relatable narratives, SK-II effectively communicated the message that their products were suitable for individuals of all ages, including the younger generation. It went beyond promoting its beauty products. It had a broader vision of empowering and inspiring women. To bring this vision to life, SK-II organized pop-up events worldwide, where children and celebrities encouraged women to chase their dreams. These events served as a powerful platform to motivate women and instill the belief that they could break free from limitations and achieve their goals.

In conjunction with the campaign, SK-II sponsored a study involving 5,400 women from 14 countries. The study revealed that half of these women had given up on their dreams and aspirations. This finding further underscored the importance of the campaign’s message and the need to encourage women to reclaim their dreams and pursue them with renewed determination. The campaign effectively utilized digital platforms to share inspiring stories of women who had achieved success in various aspects of their lives, including their careers, families, interests, and, most importantly, their dreams. By highlighting these empowering narratives, SK-II aimed to motivate and uplift women, demonstrating that with courage and perseverance, they could create the lives they desired.

The impact of the campaign was evident in the high levels of word-of-mouth and brand awareness it generated. In Singapore alone, during a single pop-up event, over 300 dreams were shared by women, showcasing the campaign’s ability to inspire and connect with its audience on a profound level.

For a deeper dive into inspiring stories, whether it’s about remarkable brands or influential leaders, we invite you to join World Brand Affairs. Our platform delivers invaluable insights from the realm of branding and marketing, catering to your inquisitive nature. Stay connected with us to satisfy your curiosity and gain a wealth of knowledge in the ever-evolving world of brands.