Besides exploring into new markets, SK-II needs to maintain and retain their position in their current market, the Madam. With reference to our previous assignments, we can conclude that there is a general lack of emotional attachment between the users and the brand SK-II. Hence, the campaign should aim to evoke more emotional experiences so as to encourage higher purchase and brand resonance. Currently, SK-II has a Crystal Club membership programme that aims to build brand resonance among their current users. However, many members may tend to shy away from sharing their stories about SK-II or acknowledging that they are using SK-II skincare products. Hence, creating a community to build a strong brand resonance may be difficult for SK-II.

 

Based on our research, the Madam target segment has relatively low emotional attachment and feelings towards SK-II.  However, this segment does display a strong behavioural loyalty towards SK-II products as seen from their high willingness to purchase repeatedly. They find SK-II effective for them and they are unwilling to start a new search for another skincare brand. Hence, they would just continue buying SK-II.

 

The campaign idea of “Redefine Perfection” sets to tackle the gap of the lack of emotional experiences and the low brand resonance. By improving the emotional attachment towards SK-II among the current users, it will also be easier to help increase their low brand resonance. SK-II users are highly involved in making themselves look beautiful. This high involvement stems from the personal relevance of maintaining beauty to sustain a self-esteem need since people want to feel beautiful and confident at any age. Given the high involvement of the nature of premium skincare products and the personal relevance of beauty, it can easily evoke feelings and emotional attachment given the right strategies.

 

Even though there are advertisements currently to evoke more emotional attachment by emphasizing the brand heritage and the sense of discovering the secret to beauty, more can be done further to complement their current strategies.

 

Hence the team has decided to introduce a series of loyalty programs to:

1. Convince them that SK-II can be part of their lifestyles

2. Create the desired imagery in users’ minds and evoke strong feelings

3. Build attachment and engagement to SK-II

 

Strategies

In order to incorporate SK-II into users’ lifestyles, the team decides to use a mixture of strategies to target their users better:

1. SKIIN Database

2. Perfect Pamper

3. SKIIN Blog