With the men seeking into hassle free and simplified beauty regime (Euromonitor report: Men’s Grooming in Singapore), the objective of “Perfection through Simplicity” is to communicate and shape perceptions on the usage of SK-II beauty care products for men as well as instill the brand into the consideration sets of consumers.  As such, the key communication message of SK-II’s simple two-step for men: Tone and moisturize will run through the campaign to communicate the intended values.

 

The concept of this idea is adopted from the advertising campaign of Adobe Photoshop as part of a prank at the bus stop. The video of the prank was uploaded onto YouTube and has since garnered more than 17.5 million views coupled with various good publicities.

 

In our “Perfection through Simplicity” sub-campaign, these LCD panel screens will be placed in venues regularly frequent by our male target segment; starting with locations such as the gyms. The LCD panel will be a one-sided digital screen installed with camera to capture the picture of user. Behind the screen will be a small team of two, generating and modifying the pictures using software such as Adobe Photoshop. There are several steps involved in the executions:

 

1. A photo of the individual will be taken via a hidden camera on the mirror.

2. The photo will be beautified using programs such as Adobe Photoshop to improve the image akin to the extent that the SK-II products could do.

3. When the modified picture is ready, the original photo will be displayed first.

4. An animated loading screen displaying the theme of this campaign: drops of purity will simulate the application of SK-II products.

5. The modified version of the picture will then be displayed.

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To instill and promote behaviors, the usage situations of SK-II products can also be added to the background of the picture. For example, with the person’s picture at the forefront, the background can be in a bedroom with the SK-II men’s Facial Treatment Essence sitting at the dressing table. 

 

At the end of the session, a before-and-after photo can be printed out as a memento for the consumers with the SK-II brand, the key products and the communication message of a simple two-step process embedded onto the photos. This will create word-of-mouth and cost-free publicity for both the products and brands, as consumers will communicate these on their social media platforms as well as friends. The link to SK-II Facebook page will also be printed on behind the photo to urge them to take up the SK-II 14 Days Challenge. This will be further address at Discovering Perfection.

 

While this sub-campaign carries elements of fun, it is vital that this campaign also carried an elegant and proper image so as to not deviate from the brand image of SK-II.

 

With the increasing popularity of viral video campaigns, YouTube will also be used as a complementary channel to promote and further spread the awareness and objective of this campaign.

 

This campaign should also be move to more areas business concentrated districts where men work, shopping areas, cafes and restaurants to increase its exposures to the target market. In addition, this campaign can also be extended to one-time events like wedding, which are appropriate and effective avenues to communicate with the target consumers.