Ultra‑luxury skincare shoppers in post‑pandemic Asia were hungry for something exciting and new. As one of the few players in a predictable and often cliched market, SK‑II seized on this as an opportunity for growth and disruption with their most high‑end product line LXP.

When they came to us to envision an impactful new identity and campaign, we were immediately excited by the untapped story LXP had to tell and the chance to create something different with meaningful impact for SK‑II’s business.

The answer? PITERA™ overdose
To cut through the sea of sameness, we took inspiration from the product itself. Overflowing with the highest concentration of SK‑II’s proprietary ingredient PITERA™, LXP delivers SK‑II’s quickest results. We amplified the line’s potent strength and hyperspeed results through the idea of PITERA™ overdose.

ASMR for skincare
We created a new ultra‑luxury world to tell a powerful story of product superiority and science‑backed results in a beautiful, unexpected way. Tactile and visceral, immediate and immersive. Every multi‑sensorial moment gushed with “overdose” — thick, ultra‑concentrated PITERA™ dripping from hands, ingredient as it engulfs the product, aspirational close‑ups of product on skin.

Unlike anything else in the market
We launched LXP’s new identity in a sweeping campaign across SK‑II’s e‑commerce, social and retail experiences across key Asian markets in China, Japan and Singapore. Amidst a competitive landscape filled with CGI and digital alteration, rich, saturated imagery captured through the lens of a real camera set the ultra‑premium line apart with overwhelmingly positive results.