SK-II: Marriage Market Takeover
INSIGHT: There is a huge pressure in the China for women over 25 to be married.
SK-II, being a pricier brand, has a main market made up of working women. I love how they are addressing a problem so relevant to their target consumer. Instead of the sending the message like with their product, the women will attract a husband, SKI-II presents a much healthier and positive message that women shouldn’t need to feel this pressure. They can break the expectations of the society and still live a happy and healthy life.
-Shirley (Zi Xuan) Wang