Ultra-luxury skincare shoppers in post-pandemic Asia were hungry for something exciting & new. As one of the few players in a predictable & often cliched market, SK-II seized on this as an opportunity for growth and disruption with their most high-end product line LXP.
When they came to us to envision an impactful new identity & campaign, we were immediately excited by the untapped story LXP had to tell & the chance to create something different with meaningful impact for SK-II’s business.
The answer? PITERA™ overdose
To cut through the sea of sameness, we took inspiration from the product itself. Overflowing with the highest concentration of SK-II’s proprietary ingredient PITERA™, LXP delivers SK-II’s quickest results. We amplified the line’s potent strength and hyperspeed results through the idea of PITERA™ overdose.
ASMR for skincare
We created a new ultra-luxury world to tell a powerful story of product superiority and science-back results in a beautiful, unexpected way. Tactile & visceral, immediate & immersive. Every multi-sensorial moment gushed with “overdose” – thick, ultra-concentrated PITERA™ dripping from hands, ingredient as it engulfs the product, aspirational close-ups of product on skin.
Unlike anything else in the market
We launched LXP’s new identity in a sweeping campaign across SK-II’s ecommerce, social & retail experiences across key Asian markets in China, Japan and Singapore. Amidst a competitive landscape filled with CGI & digital alteration, rich, saturated imagery captured through the lens of a real camera set the ultra-premium line apart with overwhelmingly positive results.
“Something goes here about how much the client likes to work with Shophouse & something nice about the work.”
Amazing Client / LXP
The team who made it
Sherrie
Brand strategist
Vicky
Creative Director
Cameron
Creative Director
Cat
Copywriter
Zuki
Producer
Scott
Designer
