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 challenge 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.
To support the launch we created a powerful manifesto to make the new packaging iconic and consistent across all touchpoints, including product key visuals, an in-store video and secondary OOH touchpoints.
The manifesto acts as a reminder to consumers that they are bold, beautiful, feminine, free from rules and above all, to remind them that there is no one else like them. So, own it.
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.