Gentleman

As the men’s market is a relatively new market to SK-II brand, which has deep foundations in the female market, the building of brand for the men’s series has to be built from the bottom of the CBBE pyramid. Nevertheless, the process will be smoother sailing leveraging on the positive elements the brand has already established.

 

Through our idea of “Perfection through Simplicity”, it allows men to see the difference in their appearance if they use SK-II products. This will aid in improving their perceived effectiveness and quality of SK-II products. By doing so, this will provide them with a motivation to look better by using SK-II products, hence forth seeking to improve the trial rates.

 

Through the use of non-clutter channels, this seeks to capture the attentions of target consumers more effectively and hence, better chance of consumers being aware and relate SK-II newly introduced series of men products to a new brand element for SK-II brand. In addition the use of YouTube channels further speed up and enhance the exposure to more consumers. This approach would satisfy the building block of salience. 

 

Missus

The ideal result of “Preserving Perfection” is to create or awaken the inert need in younger women to start being conscious about aging. Using fear advertising, we want them to be aware and concern of ageing and then search out SK-II as the solution. By doing so, we are providing the motivation need for younger women to use SK-II products. By addressing this first step, the campaign aim to arouse the need of potential consumers to start actively searching for information and eventually use SK-II products.

 

Gentleman and Missus

To ensure that all steps are taken, “Discovering Perfection” serves as the source of information where it educates consumers about the functional benefits of SK-II and that; SK-II is a premium quality product. Such game concept is in-line with the general personality of Singapore younger generation consumer – the need to be engaged in the buying process. Furthermore, such game can unknowingly allow consumers to remember the functional benefits of SK-II when they are looking for the pairs. Lastly, we believe that the game can provide a different form of sampling, giving the instinct that you earned the sample and thus you should use them. In short, “Play to understand SK-II PLUS Win yourself a sample!”