Skin Care Brand SK II Is Winning the Online Marketing Game
By Space Coast Daily // September 9, 2019
Sk-II is a respected anti-aging brand
Sk-II is a respected anti-aging brand best known for its use of Pitera, its special ingredient that is packed with moisturizing, hydrating and firming properties.
As the years have passed, the skincare brand has begun moving its marketing efforts towards a millennial target demographic. Anti-aging for millennials? It’s not as confusing as you think.
Considering all the environmental factors that dry, thin and prematurely age your skin, it’s never too early to take preventative measures to protect your complexion.
SK-II’s messaging has made it clear that the brand isn’t just for middle-aged women anymore. It’s making women of all ages want to check out the latest SK-II skin care products to look after their skin and feel comfortable in the skin they’re in.
There’s a lot to love about SK-II’s marketing moves that have put the brand on the social media feeds of millennials everywhere:
Young Ambassadors
Most recently, SK-II enlisted the help of 21-year-old actress Chloe Grace Moretz (Kick Ass, If I Stay, Hugo) for its #BareSkinProject.
There is no better way to encourage young people to connect to a brand than to put someone they can relate to at its forefront. As a brand ambassador, Moretz is exposing the brand to her young, powerful demographic.
Diversity
Skincare isn’t just for females. Sk-II has embraced this by joining forces with talk show host James Corden.
Additionally, a majority of the ambassadors for SK-II are Japanese influencers and celebrities (Naomi Watanabe, Tang Wei etc.) who have also shared promotional material for the brand through Instagram posts and YouTube videos.
By connecting with a new demographic internationally, there are widening their scope in a way that is inclusive and authentic.
Make it Viral
Sk-II has opened up its marketing efforts past traditional print media and commercials. The brand has gone viral by utilizing trending hashtags and producing humorous web series and videos that relate to the targeted demographic.
#BareSkinChat: The brand’s web series Bare Skin Chat shows Chloe Grace Moretz and James Corden – two much loved, and recognizable faces – in quirky situations.
The videos changing the conversation surrounding skincare have gotten upwards of 3.5 million views. Honestly, who knew the world needed Chloe Grace Moretz and James Corden in a web series so badly? The world is a better place with these two laughing together and getting us excited about skincare.
“Oh Pitera”: With their music video of musician John Legend belting out an original tune “Oh Pitera,” Ski-II used music and comedy to go viral.
Legend also was featured in the brand’s #PiteraMasterclass video alongside James Corden, Naomi Watanabe, and Tang Wei. These comedic videos resonate well with the audience and have exploded online – over 45K people have jammed out to Legend’s original song. Sk II is saving skin with humor!
Self-Love Message
A marketable message is one that people can get behind. Sk-II’s #bareskinproject – a campaign involving some millennial favorites – showcases notable celebrities wearing not a stitch of makeup.
Instead of sending the message of needing to look younger, SK-II is putting a focus on loving the skin you are in and taking care of your skin with their skin products.
This campaign made it a point not to retouch any photos, to further push their message of self-love and the importance of loving yourself enough to take care of the skin that you’re in.
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