This 3-stage campaign will enhance Brand Salience for SK-II through engaging and challenging consumers in its activities, speeding up the learning curve of SK-II. SK-II’s product core benefits will be reinforced through the various usage situations for men to encourage them to incorporate it into their lives.

 

For “Perfection through Simplicity”, due to the use of different backgrounds during the Photoshop process, it serves to instill and enhance the purchase and usage imagery of the new series of products. Through these images, consumers will be implicitly educated about the different situations SK-II products can come into play. On the other hand, “Preserving Perfection” is a short 5 minutes video clip that sets on a serious tone to invoke the need to use SK-II. This brings up the premium quality that SK-II aim to provide. Lastly, “Discovering Perfection” create the image of SK-II having fun in the elegant way. Strong imageries instilled also aid to increase breath of brand salience, hence, strengthening the Brand Imagery of SK-II.

 

Lastly, riding on the premium brand of SK-II as well as its tested Pitera ingredient, the quality and performance of the product are assured. This thus fulfills the Brand Performance portion of the CBBE model.

 

On the whole, there is no doubt that SK-II has already achieved the bottom-tier of the CBBE pyramid. However, there is still a need to ‘polish’ the foundation of the pyramid when venturing into new consumer base so as to ensure that SK-II can effectively capture these potential consumers.