The Shanghai-based company, which is funded by Japanese interests, is looking to integrate its above- and below-the-line activities and inject greater substance into its brand communications, according to JWT's Northeast Asia area director Tom Doctoroff. "There is a lack of substance in the current positioning, which is very ingredient-focussed, with a quasi infomercial and thematic that relies on Japanese imagery. Ito, which markets a skin repair line and a Vitamin C-enriched range, is believed to be looking at a sharp spending boost to between Rmb 20 and 30 million (US$3.6m) this year. JWT secured the brief on the back of insights it provided on the market. The majority of brands, including multinational labels, in China market the concept of transformation, an "exclusive" beauty approach of putting beauty on a pedestal as in the case with supermodels, he notes.
However, China's rigid social hierachy favoured "inclusive beauty", where emphasis is placed on a perfect alignment of hair and skin. "What we are trying to do is redefine beauty inclusively. The local rivals don't do that; SK is leaning in that direction, but it's still unfocused."