Based on our primary research specifically from our focus group, none of the respondents specifically mentioned that they felt any tinge of emotional response from their usage of their SK-II products. The common responses mentioned by our focus group respondents were “effectiveness and consistency” as SK-II has a “brand image of a leading facial product”. Other responses were targeted more at the product, for example, how SK-II feels very “classy” or “sophisticated” or prestigious due to the packaging.

 

In general, our respondents were unanimous in their stand that SK-II is indeed very effective and are attracted to their functional benefits. However, SK-II has not been able to evoke any strong emotional response such as the feeling of ‘warmth’, ‘confidence’, or ‘security’.

 

This can possibly be due to SK-II’s current marketing communications where they focus more on the imagery of their users instead of the feelings that SK-II users can sense from the consumption of their products.

 

The paradox for beauty products is the fact that most users will not want to admit that they are heavy users. Unlike other luxury products, which exude an air of prestige when being donned, beauty products are being treated otherwise. Users will want to be perceived as natural as possible and thus, do not evoke much brand feelings from the users.

 

With this being mentioned, all beauty products are aiming to make their users feel more confident by beautifying them. This can in turn lead to an increased self esteem being experienced by their users. Furthermore, a premium skin care brand will also promise quality and consistency which will translate into the sense of security that the product will not fail on them. 

 

 

We can infer a slight sense of security that our respondent derive from their SK-II products. Consistency and effectiveness can possibly lead to a sense of security as users will not have to worry about SK-II failing them and the effectiveness will surely preserve their youth and beauty and thus, increasing their self-esteem.

 

In conclusion, SK-II users still do not experience many emotional aspects from their consumption and our group opines that SK-II should focus more on the depth of the emotional route and evoke feelings or emotional experiences in their target market.