After having the customer database, SK-II will know the specific types or segments of their users who have different needs. Based on this, SK-II will organize events every four months to tackle these needs specifically. The central theme will be determined and all the other programs of the events will be based on that. The themes must be personally relevant so as to increase the motivations of users to want to attend these events. Ultimately, the desire to go for these events would increase the demand and thus, creating a community that provides social approval to similar people within this community.

 

The main purpose of these events is to pamper women, make them feel relaxed and confident while their needs are still being satisfied.  It will build on the idea about pampering is “Every one’s dream”. SK-II has already done that by introducing premium and luxury skincare products to pamper their skin every day. Now they can bring it a notch higher by pampering their bodies and minds. In short, we aim to sell not just a product but a lifestyle to our consumers. We treat them like “Princesses and Princes” where programs are catered not only to the outer appearance but also the inner needs in their lives. We want them to see SK-II as part of their life journey.

 

Currently, SK-II has organized events catering to social influencers. Hence they do have the expertise and resources to organize events for their users. These are beneficial in building social interactions and further attachment and engagement with the brand.

 

After deciding on the events, SK-II will send out invitations to specific users that will find the theme most relevant. They can increase buzz and awareness of these events by posting on Facebook and encourage their followers to answer a simple question to win invitation to the events. Given the high relevance of the events’ themes and their luxurious nature, SK-II’s followers will be highly interested and willing to join a simple game in order to go for the event. This can help create buzz and awareness to generate higher demand and desire to go for these events.

 

These events will be held at the SK-II Boutique Spa every four months. Given the tranquil atmosphere at the spa, it can evoke calmness and peacefulness and keep participants relaxed. 

 

 

 

 

 

 

 

 

 

 

 

 

 

There will be manicure and facial services for the participants to truly pamper every participant who is attending. It can make them feel beautiful and confident.

 

 

 

 

 

 

 

 

 

 

There will be a “Perfect tips” session in every event. This session is related to the theme and it aims to provide useful guidance and tips from SK-II to their participants to help solve their problems or satisfy their needs. Suggested themes can be Career Mentoring, Work-Life balance, Life-styler.

 

Madam

For this segment, the themes should always avoid functions like “anti-ageing” which this segment does not want to be associated with. The focus can be on how they look physically and how they feel psychologically. So, one possible theme can be “Regaining the feeling of Perfection”. This can be promoted by professionals who can help to recognize their best features physically and psychologically. They can identify their talents and improve them. Recognising ones talent can help increase their confidence and self-esteem. Also, tips from make-up gurus and fashion professionals can help them to change their image and look more beautiful, contributing to higher confidence. Ultimately, SK-II needs to emphasise that beauty comes from the inside and if they are able to adopt the SK-II lifestyle to feel beautiful inside and outside, it will make them more confident about themselves.

 

Missus & Gentlemen

For these two segments, the events can be focused on the various life stages or significant events that they are going to go through. SK-II should associate themselves with these events since it is important for them. With this association, these segments will remember SK-II being part of them and evoke warm feelings among them.

 

One example can be the theme of “Every Wedding’s Romance”, specially catered for brides-to-be or grooms-to-be users to bring their partners along. So the session will invite wedding planners, gown providers and make up gurus to provide tips for the participants.

 

 

 

 

 

 

 

 

 

 

 

Participants can also clarify with them certain queries and doubts so as to have more concrete plans about their upcoming weddings without having to feel stressed or lost. These events portray SK-II as a content provider to improve their users’ lifestyles. SK-II also acts like a mentor in helping their users through their different life stages and also helps to solve some of their pressing problems. The associations of SK-II to the users as shared memory and experiences will be able evoke more emotions.

 

High tea will be provided too during the talks and “Perfect tips” sessions to pamper the participants’ appetites.

 

  

 

 

 

 

 

 

 

 

 

 

At the end of each session, exclusively-designed gifts like specific to the themes will be given. For example, for the “Every Bride’s Romance” event, SK-II’s Bridal Glow Set or the Him & Hers set will be given to participants for them to undertake a strict SK-II beauty regime to look beautiful on their important day.