Procter & Gamble skincare brand SK-II has returned its ‘Bare Skin Chat’ online show after the celeb-fronted series pulled in over 40 million views in just two weeks.
The series launched last month in both APAC and the US and sees celebrities take part in a tongue in cheek sketch that then features a product from the brand’s range. In Asia it launched with Naomi Watanabe and Kasumi Arimura, while a version for the US market features James Corden and actress Chloe Grace Moretz.
The aim of the serious is to demystify skincare and promote its Facial Treatment Essence.
As the latest episode starring Corden and Moretz launches, the brand claims to have racked up over 40.6 million views and over 1.3 million social interaction in two weeks.
At the time of the launch, Sandeep Seth, global vice president at SK-II, said the series was an attempt to ditch the “formulaic” content that has become synonymous with the beauty industry.
“Consumers these days don't like being pushed product or sold to. We have to behave less like a brand that is trying to sell but a brand that creates a human connection with consumers,” he said.
“We're constantly reimagining what's possible from a content standpoint to create this real connection and engagement.”
The brand is at the forefront of P&G's experiments with marketing. Amid the FMCG giant's cuts to advertising agencies, SK-II was hailed as an example of what can be achieved with the "fix and flow" model. It sees agency of record, Leo Burnett, now devise the overarching campaign strategy for the brand, and then brief individual projects within that master idea out to other agencies – outfits both from inside and outside the Publicis Groupe network.
This strategy meant P&G spent 50% less than it traditionally would on similar campaigns.