SK-II Festive Limited Edition bottles

SK-II

Packaging design, Branding

The Challenge

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.

Our Response

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 Festive Limited Edition bottles
SK-II Festive Limited Edition bottles

Manifesto

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.

 

SK-II Festive Limited Edition bottles
SK-II Festive Limited Edition bottles

Results

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.

 

SK-II Festive Limited Edition bottles
SK-II Festive Limited Edition bottles