Manchester-based agency LOVE. designed this special limited edition packaging for luxury skincare brand SK-II.
“Every year SK-II looks to release a range of limited edition bottles that achieve two brand goals: building on their #ChangeDestiny platform and delivering a range that speaks to the hearts and minds of the young, Asian millennials.
SK-II is a luxury skincare brand in Asia, where skincare is serious business. With 16-step skincare regimes, a competitive job market where clear skin features top of the resume, and the heartbreaking marriage markets for the ‘leftover women’ of China, approaching the conversation around skincare with this audience is often very bleak.”
“LOVE’s ambition was to empower and inspire women to feel confident in their own skin. Asian consumers were ready for skincare liberation, so we gave it to them with a bold, attitudinal style and language that’s dynamically different from the conventional beauty and skin-care landscape.
Some 31% of Chinese consumers aged 20-49 think that the word ‘individuality’ defines luxury (Mintel). LOVE listened, and decided to give consumers the chance to choose a pack that really resonates with their own personal mantra and beauty beliefs.
LOVE created three limited edition bottles emblazoned with bold statements of empowerment – ‘Change is in all of us’, ‘Destiny is a matter of choice’ and ‘Be the person you decide to be’ sitting front and centre on-pack. We collaborated with typographic artist Luke Choice, whose expressive style brought the no-rules individuality and confidence of the statements to life. Breaking the homogeneous category conventions of luxury skincare to speak to a new, younger consumer. The bottles are almost ceramic in touch, with a tactile matte-finish coating that contrasts brilliantly with the vivid colour of the graphics.”
“The three statements evolved beyond the pack: amplified across bold secondary gift packaging, giveaways, physical pop-ups and sitting proudly across the social feeds of SK-II consumers with the hashtag and rallying cry #YourStatementYourBottle.”
Designed By: LOVE.
Art Director: Sam Wilkes
Designers: Nick Johnson, Paul Shipley, Ryan Harding, Jodie Rudge
Illustrator: Luke Choice
Client: P&G
Location: Manchester, UK
