Aug 22, 2023

SK-II CEO on marketing activations, storytelling, AI and more

Sue Kyung Lee, global CEO of P&G-owned health and beauty brand SK-II tells Campaign why exhibitions like its recent Secret Key House pop-up make sense, and what she looks for in good marketing.

May 24, 2022

Why Gen Z is so important to SK-II and its 'Pitera & Me' campaign

Sue Kyung Lee, Global CEO of SK-II details how the brand's new campaign was inspired, ideated, and designed to connect with Gen Z consumers.

Nov 16, 2021

YoeGin Chang leaves SK-II for global role at La Mer

After 13 years of marketing in Asia, the member of Campaign Asia-Pacific's Power List will be relocating to New York.

Nov 2, 2021

SK-II channels Andy Warhol in Pitera Essence collaboration

'Broadcast Your Beauty' campaign for Asia by Forsman & Bodenfors taps into Warhol's blurring of mass media, art and commerce ahead of the world's largest shopping festival on 11.11

Sep 29, 2021

Why SK-II’s storytelling still resonates with Chinese consumers

In an industry that thrives on newness, SK-II takes a different approach with its “My PITERA Story” campaign — and it's winning in China