Shophouse

SK-II

Redefining

luxury skincare

for a new

generation.

The opportunity to rebrand a billion dollar company doesn’t come around very often. So, when P&G’s premium skincare brand SK-II asked us to bring their new brand strategy to life for a new generation of consumers, we jumped at the chance.

To arrive at the most compelling solution, we worked as one unified team with SK-II. A true partnership that upended the usual client agency model. We worked top to top alongside the CEO each week. Creatives from both sides came together. We shared ideas & sketches, not just finished products.

A unifying idea is born – her Truest Self

Her Truest Self speaks to SK-II’s purpose:

Making your bare skin your best skin.

Through a refreshed brand identity & tone of voice that drew on new audience insights, we told a story of authenticity that celebrates originality & the choices women make for themselves.

We codified the new SK-II with a robust set of global brand guidelines that provides a new level of global consistency for the brand.

A rich, robust library of iconic assets

We gave SK-II something they never had before — an expansive collection of honest yet aspirational content with hundreds of assets across their product range. Product as a work of art. Ingredients you can practically touch, feel & hear. Beautiful, unadorned skin that embodies the new brand ethos. All part of a collection of stunning assets that SK-II can adapt and remix to tell brand stories for years to come.

Activated across every touchpoint

In an ongoing partnership with SK-II, we built on this foundation to launch the brand’s new identity across every channel & platform in China & Japan. Our immersive creative resonated with a global audience of young skincare-savvy consumers through seasonal campaigns, core e-commerce assets, product line launches & bespoke in-store experiences.

The journey is just beginning

The simple, consistent & elevated identity we created for SK-II marks the beginning of a new era for the brand. Now, with the building blocks in place, we’re just getting started.