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'.

SK-II teamed up with Leo Burnett Singapore and Beacon/Leo 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 philosophy of truly helping women.”

Campos said an exhaustive research piece sparked the idea for the global ad. The study, conducted in-house, compared long-term users of the brand to non-users. “We found that long-term users had significantly better skin that went beyond their genetic patterns," Campos said. "That is truly about changing destiny, and we felt it is something to celebrate.”

According to Delara Lalwani, creative director at Leo Burnett Singapore, the film also aims to break category convention. “Most brands in the skincare category focus on women’s insecurities,” she said. “We’re all about empowerment and giving the woman control.”

With more than 3.1 million views and 11,000 shares since its launch, it appears “#ChangeDestiny” may well follow competitor Dove’s popular campaigns, ‘Real Beauty Sketches’ and ‘Camera Shy’.

The following video is excerpts from an interview with Campos on the campaign:

wide player in 16:9 format. Used on article page for Campaign.


The video will be promoted in a big way through March, accounting for 80 per cent of the brand’s marketing spend during the period.

‘#ChangeDestiny’ will be the single idea for all the brand communication. Apart from digital, the campaign includes point-of-sale promotions and beauty consultant training and engagement.


Creative Agency -   Leo Burnett Singapore + Beacon/Leo Burnett Tokyo
Client / Brand-     P&G / SK-II  
Creative Director-  Delara Lalwani
Art Director-       Lydia Anita
Client Credits-     Kylene Campos, Shinohara Mio, Chrys Fernandez
Account Management- Chaitan Rao, Gaurav Lalwani, Kenneth Chiew,
Tomoko Inoue / Szeyen Chan (Account Managers)
Project Managers -  Michelle Lee. Louie Tanlu
Agency producer -   Izumi Okukawa
Production Company- Indy8


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