SK-II launches online reality series to build engagement with the beauty brand

SK-II has launched an online reality series Beauty Bound

Luxury skincare brand SK-II has partnered with social video agency Brave Bison to launch an online reality series in a bid to build engagement with its customers.

The series, called Beauty Bound, will follow 64 contestants from eight countries across Asia as they compete in a series of beauty bootcamps in a bid to become ‘Asia’s Next Top Beauty Creator’.

The series aims to showcase the SK-II brand and products while also engaging with influencers and key opinion leaders. Viewers will be encouraged to join an online community to share tips and content with bloggers and industry experts as well as following the action across social media.

Sandeep Seth, marketing director, global operations, SK-II, said the series is part of the brand’s ongoing ambition to build “meaningful and authentic relationships” with its customers.

“We know creators are shaping the future of the beauty industry – by supporting grassroots talent we are tapping into unchartered territory.

“We subscribe to a #changedestiny philosophy, from overcoming the limits of DNA, to breaking gender stereotypes, to defying age. This campaign is all about empowering and supporting local creators, giving them the opportunity to build their own influence and shape the beauty sector.”

Ian Samuel, chief commercial officer at Brave Bison, said, SK-II are leading the industry in social video and influencer marketing.

“TV audiences are in decline and their trust in traditional format based “advertising” is at an all-time low. Brands like SK-II are looking at new ways to cut through and offer customers authentic content experiences. This strategy makes the brand the owner of a reality format, authentically supercharged through influencers to highlight SK-II’s #changedestiny philosophy.”

The series, which follows a similar format to the Next Top Model franchise, sees contestants undergo a series of challenges to test their skills and creativity. It will feature appearances from a range of celebrity make-up artists, bloggers and models including fashion designer Chiara Ferragni.

This is the second season of SK-II’s Beauty Bound, the first series ran online in 2015.

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Danielle Long

Danielle Long is APAC Correspondent for The Drum with a remit to cover news from China, Australia and New Zealand. Danielle has 15 years experience as a marketing journalist and has worked on publications in the UK and Australia. She has interviewed some of the world’s leading marketing, advertising and creative brains and has written about almost every standout brand and marketing campaign from the last 15 years.

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