SK-II #BareSkinProject:
Brand Campaign of the Year
In 2018, SK-II subverted tradition and released the first beauty advertisement focusing on "no makeup, all bareskin", and has since launched the annual topical global campaign: #BareskinProject. Due to the campaign's innovative nature and successful localizaion campaign in China, it has received widespread publicity and discussion. The campaign received over 51 million impressions, 200+ global reports, and 500,000+ engagements.
This global campaign was selected into the Effie Case, and won the 2018 Brand Case of the Year awarded by SocialBeta in China.
From Global Campaign…
At the global level, we work with Chloë Grace Moretz, as well as well-known Chinese/Japanese actresses such as Tang Wei, Chun Xia, Ni Ni, Matsuoka Mayu, Arimura Kasumi, to illustrate that they are photographed together without makeup, and then photographed by the photography studio Magnum Photographers from Photos capture these bare-faced beauties "not defined by makeup".
To Localisaion Success
In order to better implement the bareskin project in China, in addition to cooperating with top influencers, we also chose China's most influential queer influencer at the time, independent producer Jiang Sida, to work with the brand spokesperson: the youngest winner of the Best Actress in a Hong Kong Film: Chun Xia, to translate the bareskin project into a language that can be more empathetic to young Chinese people. As a result, the SK-II brand has gained more recognition from young Chinese people and its business in China has taken off again.
and More Recognition
This campaign has been a huge success both globally and in China. During the campaign, SK-II was listed as the top search keyword on Weibo, China's largest social media platform, which also helped SK-II achieve double-digit business growth in 2018. At the same time, SK-II's brand online sentiment and awareness also ranked first in the industry for the first time. We also won the title of Campaign of the Year through this campaign, and were selected into the Effie Award Case.