The underlying context of “Preserving Perfection” is to instill this idea that youth is not forever, why preserving it only when it’s gone. This idea is derived from our research where by Singaporean women generally are afraid of ageing but ironically believe that ageing only starts when they hit 35. According to industry standard, ageing starts as early as 25 and SK-II can possibly be the answer to anti-aging. 

 

The objective of “Preserving Perfection” is to communicate and shape perceptions that there is a need to use SK-II beauty care products to fight ageing as well as instill the brand into the consideration sets of consumers. As such, the key communication message is to “Start Now for Your Future”. 

 

The concept of this idea is adopted from the Dove Real Beauty Sketches, which is part of Dove Real Beauty Campaign. That film aims to show women that they are more beautiful that they think they are by comparing self-descriptions to those of strangers. Within a short 4 days timespan, the film has been downloaded 7.5 million times. 

 

In our “Preserving Perfection” film, the main focus will be on 5 Singaporean women between the aged of 50 to 60, discussing the topic on what they regret not doing when they were young. It aims to direct these women to acknowledge appearance does matter at their age and like every women, they will want to remain as beautiful as they were in their 20s. This will ultimately lead to the conclusion that there is the need to start preserving their youth now! SK-II is thus the answer on how they can do so. 

 

The film will be filmed in a provoking and eye-opening way, influencing the audiences to think in directions of how one will look when they are in their 50s. There will be a certain level of fear element in the film as we want Singaporean women to confess that they do fear ageing and will want to remain as beautiful as they are now. Therefore, urging women to start the preservation regime.  

 

With the increasing popularity of viral video campaigns, YouTube will be used as a complementary channel to promote and further spread the awareness and objective of this film. It will create word-of-mouth and cost-free publicity for both the products and brands. Similarly, the link to SK-II Facebook page will also be shown at the end of the video to urge them to take up the SK-II 14 Days Challenge. This will be further address at Discovering Perfection. Lastly, this film must carry an elegant and proper image so as to not deviate from the brand image of SK-II.