The opportunity to rebrand a billion dollar company doesn’t come around very often. So, when P&G’s premium skincare brand SK‑II asked us to bring their new brand strategy to life for a new generation of consumers, we jumped at the chance.

To arrive at the most compelling solution, we worked as one unified team with SK‑II. A true partnership that upended the usual client agency model. We worked top to top alongside the CEO each week. Creatives from both sides came together. We shared ideas and sketches, not just finished products.

A unifying idea is born — her Truest Self
Her Truest Self speaks to SK‑II’s purpose:
Making your bare skin your best skin.

Through a refreshed brand identity and tone of voice that drew on new audience insights, we told a story of authenticity that celebrates originality and the choices women make for themselves.

We codified the new SK‑II with a robust set of global brand guidelines that provides a new level of global consistency for the brand.

A rich, robust library of iconic assets
We gave SK‑II something they never had before — an expansive collection of honest yet aspirational content with hundreds of assets across their product range. Product as a work of art. Ingredients you can practically touch, feel and hear. Beautiful, unadorned skin that embodies the new brand ethos. All part of a collection of stunning assets that SK‑II can adapt and remix to tell brand stories for years to come.

Activated across every touchpoint
In an ongoing partnership with SK‑II, we built on this foundation to launch the brand’s new identity across every channel and platform in China and Japan. Our immersive creative resonated with a global audience of young skincare‑savvy consumers through seasonal campaigns, core e‑commerce assets, product line launches and bespoke in‑store experiences.