SK‑II was launching a new version of its popular Skinpower anti‑aging cream and asked Shophouse to find an iconic way to express the product’s newness and benefits with boldness and clarity. The new Skinpower Re‑new Cream is formulated with PITERA™ to comprehensively target the upper cheeks, delivering plumper, firmer‑looking skin.
We created a campaign that introduced a whole new world of “plump.” The idea came to life across multiple consumer touchpoints, from social media and e‑commerce to retail displays and immersive pop‑up experiences.
The idea:
The Power of Plump
With Skinpower Re‑New, SK‑II doesn’t just deliver plump skin, it creates a world shaped by plumpness.
Inspired by the product’s immediate plumping effect and its new, softly rounded jar, the campaign imagines plumpness as a powerful force that lifts, cushions, and renews skin at its core.
Immersive Plump Retail
Every point‑of‑sale fixture, pop‑up experience, and shopper interaction reinforced the product benefit. From start to finish, the bouncy, plump design language created a cohesive product story that was immediately understood and irresistible to engage with.
Organic talkability
Since the campaign launched influencers and shoppers across Asia have taken to replicating the iconic beauty key visual, showing their own plump skin across social media.
Who made it
Vicky
Creative Director
Emil
Creative Director
Lili
Industrial Designer
Cat
Copywriter
Kate
Executive Producer
Lewis
Designer