PERFORMANCE
IMAGERY
SALIENCE
JUDGMENTS
FEELINGS
With testimonials from all over the world, the performance of SK-II skin care products are undoubted for. Additionally, the numerous awards SK-II has won over the years further justify the efforts devoted into bringing the best for its customers.
(SK-II). SK-II. (n.d.). SK-II: Awards. Retrieved September 1, 2013, from SK-II: http://www.sk-ii.com.sg/en/awards.aspx
After discovering that rice contains rich nutrients that that could nourish and care for skin, SK-II began researching on the discovery, leading to the development of the ingredient called Pitera™. The natural ingredient defined as the “blend of vitamins, amino acids, minerals and organic acids that work together to allow the skin's natural surface rejuvenation process to function at its prime”, functioned as the single most important ingredient to its series of SK-II boutique. Since then, the quality of SK-II products is encapsulated in their 14-days guarantee and their iconic Facial Treatment Essence, containing over 90 percent Pitera™.
P&G. (n.d.). The "Secret" Behind SK-II. Retrieved August 31, 2013, from P&G Corporate: http://www.pgscience.com/home/news/sake_brewery_skin_care_and_the_secret_behind_sk-ii.htmlz
Personal experience of their brand ambassadors are being recorded and shared in social media
Besides emphasising on the quality of the product, SK-II focuses on the service element of its business, so as to cater more specifically to the needs of each individual consumer. Trained beauty consultants offer presence and expert advices, forging an interactive and personal relationship with each customer. Lastly, as the performance of each product varies according to the individual, trials kits are offered to consumers such that they could evaluate the suitability of the product on their skin. Personal experience of brand ambassadors like Tang Wei is also being shared to assured the public of their products’ performance.
Each SK-II solution is contained in a clear/frosted glass packaging to bring out the sophistication and the reliability of its brand performance. The control cap at the tip of each bottle brings out the essence and richness of the solution; small quantity can do “miracles”.
With its guarantee on product quality and performance, SK-II confidently prices its product at the higher end of the spectrum, targeting the group of women with an immediate need and the ability to consume their products.
