Byravee Iyer
Jan 29, 2015

SK-II debuts ‘category convention breaking’ philosophy

GLOBAL - P&G’s premium skincare brand SK-II is putting women’s empowerment at the forefront of a new global campaign about what it takes to 'Change destiny'.

GLOBAL - P&G’s premium skincare brand SK-II is putting women’s empowerment at the forefront of a new global campaign about what it takes to 'Change destiny'.

SK-II teamed up with Leo Burnett Singapore and BeaconLeo Burnett Tokyo for its latest campaign ChangeDestiny’, which features acclaimed ballet dancer Misa Kuranaga sharing her challenges and the grit it took to change her destiny. The campaign launched on 15 January.

“SK-II has always been known for its 35-year heritage,” Kylene Campos, associate marketing director, global SK-II told Campaign Asia-Pacific. “As an evolving brand we felt the need to celebrate our...

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