SK-II

LOVE YOU AS YOU ARE

In China, Valentine’s Day is known as “520”. For many young couples, 520 has become a holiday where love itself doesn’t feel sincere; filled with flashy gifts like designer purses and bright red lipsticks. We wanted to carve out a space that stands for something deeper. So we positioned skincare brand SK-II as the opposite, a gift that celebrated the stripped back, bare-skinned version of her. A way to say, I love you as you are. Just as SK-II loves her skin as it is.

Starring Chinese celebrity Chun Xia.

#1 Best-selling gift on e-commerce platforms
24 million organic views
Top 3 “520” campaigns of 2021