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Latest Insights
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SK-II Limited Editions

SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets •
SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets •

SK-II Pitera On the Streets

Skincare in Asia is a serious business, and SK-II is the industry leader.  Its miracle ingredient is considered to hold the secret to a healthy, radiant glow and has won the brand a loyal fanbase. Yet that fanbase skews older.  SK-II partnered with Vault49 to recruit the next generation of luxury skincare consumers.

The product itself is truly effective. Yet to capture a new audience we needed to do more than communicate product benefits. We had to speak to the hearts and minds of young, Asian millennials to unlock future growth. This begins with a range of limited-edition packs and retail environments.

Using our Back Alley Insights™ approach to consumer research we uncovered a big idea that would resonate with an Asian millennial audience: Individuality is the New Luxury.

SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets •
SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets • SK-II Pitera On The Streets •

We knew that to appeal to the next generation we would have to defy category conventions. Youthful consumers are choosing brands that celebrate self-expression and do not hold them to a confined beauty standard.  Armed with this insight we imagined a packaging range that is bold, attitudinal, raw and unapologetic.

Graffiti is a hallmark of counter-culture and a defiant symbol of self-expression. Yet an authentic application is essential. Vault49 was born from a street art background so we instinctively understand the sweet spot between raw creative and premium packaging cues.

Our SK-II limited edition packs bring street culture into the beauty industry.  The unapologetic and disruptive design language speaks to new premium codes of aspirational beauty.

The disruptive visual language of the Pitera™ collection redefines how aspirational beauty brands are expected to behave.

The three limited-edition packs share a collective spirit but capture different personalities. Together, they are winning over and recruiting the next generation of beauty fans and having a halo effect on the wider SK-II skincare line.

Related Expertise
    Awards
    • Dieline 2021: First Place
    SK-II Pitera Delivers Street Art Culture To The Beauty Industry
    Dieline

    OUR BLENDED EXPERTISE

    FEATURED RESULTS

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    Smirnoff X1Smirnoff X1Smirnoff X1Smirnoff X1Smirnoff X1 Smirnoff X1Smirnoff X1Smirnoff X1Smirnoff X1Smirnoff X1 Smirnoff X1Smirnoff X1Smirnoff X1Smirnoff X1Smirnoff X1 Smirnoff X1Smirnoff X1
    LIMITED EDITION LIMITED EDITION LIMITED EDITION LIMITED EDITION LIMITED EDITION LIMITED EDITION
    Bringing the Day of the Dead to life

    Smirnoff X1

    Limited Editions are a powerful way to engage with new markets. It’s the best of both worlds: the credibility of a global brand combined with the freedom to do something different. Our challenge with Smirnoff Spicy Tamarind vodka was to reach the local market at the Day of the Dead celebrations.

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