In 2015, SK-II (a japanese luxury skincare brand) was lagging behind the category leaders in China, a must-win market that contributes 24% of Asian skincare sales; where growth is fueled by the increasing spending power and skincare interest among young urban career women. Communication was a sea of sameness, swamped with the product as the hero, celebrities, and gloss.

Targeting working women in their 20-30s, SK-II needed to find ways of breaking through. They knew these women were searching for brands that connected with them emotionally, and so, SK-II launched their brand promise #ChangeDestiny. It encourages women to be in charge of their own life and skin destiny. But SK-II still felt there was an opportunity to connect their brand promise with consumers in a more profound way, by charging it with meaning.

Four objectives were set:

Increasing brand love

Increase consideration

Grow market share

Increase efficiency in media spend