SK-II: Beauty, Technology & Art
We partnered with P&G to create an SK-II Wonderland pop up to take you to the future of retail
SK-II and Brave Bison had already enjoyed a successful three-year relationship in JAPAC, working together to connect the beauty brand with a younger audience demographic through social. However, the brand had a vision of creating a pop up store in Tokyo that would realise its ambition of transforming the beauty retail experience. In addition, SK-II also wanted to combine technology, art and beauty to produce a first-of-its-kind augmented reality ‘pop up shopping destination’, which would bring personalised skincare shopping to life in a unique digital immersive experience. Brave Bison’s brief was to tell the story of these incredible stores to a wider, younger audience using social media.
Leading the transformation in beauty retail, SK-II launched SK-II Wonderland, a first-of-its-kind augmented reality pop up shopping destination in Tokyo, Japan. This beauty store brought to life personalised skincare shopping in a unique immersive experience combining technology, art and beauty all under one roof. By utilising Brave Bison’s data tools and direct relationship networks, we recruited influencers with the perfect profile to reach our intended audience and worked with them throughout the entire creative process, directing and producing video content featuring them within the pop up environments. We then shot a series of 22 videos raising awareness of and showcasing the immersive, artistic and technology-driven nature of the SK-II Wonderland activation. Initially, we featured four influencers in Japan: AMIAYA, Mademoiselle Yulia, Rinco and Saki. SK-II loved the output so much it decided it wanted to take the AR campaign global. Subsequently, we sent AR invites to influencers in London and Los Angeles, as well as Tokyo. The result was a comprehensive social campaign that perfectly highlighted and amplified a key marketing initiative for SK-II.
The video content was formatted for Instagram and Twitter and shared using both organic and paid postings, generating more than 165,800 views and 10,394 engagements, with overwhelmingly positive sentiment. The success ultimately led to Brave Bison being retained to produce more campaigns designed to transform SK-II’s business further. We have worked on eight campaigns overall including “One Bottle Away” and Beauty Influencer Camp.