SK-II salutes 'Changes'

Titled ‘Changing needs’, the campaign targets women at different stages of their lives — graduation, wedding or pregnancy — to highlight how adaptive the product known as ‘miracle water’ is to their needs, said Pauline Png, P&G’s associate marketing director.

“Facial Treatment Essence is one of our core products and instead of dumping a list of benefits on consumers, we have chosen to focus on its adaptiveness. It makes it easier for them to understand and helps boost awareness,” explained Png.

The campaign was created by Leo Burnett and Arc Worldwide Singapore, together with Arc Thailand. It comprises television, press, point-of-sale, direct marketing and public relations activity in Singapore, Malaysia, Thailand and Indonesia.

Leading the drive are three 60-second infomercials featuring ‘country ambassadors’ — Malaysian beauty queen Elaine Daly, Thai actress Jeab and Indonesian actress-model Susan Bachtiar — as well as long-time brand ambassador, Hong Kong-based model QiQi. The women were chosen because they are well-respected and lend credibility to the brand and its positioning, Png explained.

In the first spot, the country ambassadors share their views on their life experiences. In the second, they take on the roles of interviewers and quiz one another about their SK-II experiences. Finally, in the third commercial, QiQi talks about how she has been using the product throughout her life.

Meanwhile, P&G is also reaching out to students with the launch of a photography competition. Students from Singapore’s Nanyang Academy of Fine Arts and Lasalle College of the Arts can submit photos featuring the Facial Treatment Essence as the key subject to win prizes.

The winners will see their work displayed at SK-II counters in malls and used as consumer collaterals.

In addition, P&G has also tapped QiQi’s husband, Hong Kong actor Simon Yam. The brand will be exhibiting a series of photographs he took of her over the years.

“The main idea of the campaign is to tell people how the product can adapt to their needs over the years. Photos, as a medium, can show the changes to you with the progression of time, and we feel that it’s the best way to put our message across,” said Png.