Japanese luxury skincare company SK-II has ramped up its global response to COVID-19, under a ‘react, respond and re-emerge’ CSR mantra.
According to the company, its approach follows three key pillars: being human, serving not selling, and staying rooted in brand purpose and identity.
React
SK-II has teamed up with the China Women’s Development Foundation (CWDF) to donate RMB2 million (US$280,000) worth of personal protective equipment and ventilators to the virus’ original epicentre of Hubei, China.
It also adapted the production capacities of its Shiga Plant in Japan to manufacture over 350,000 face masks for employees, key workers, communities and relief organisations across the country.
Respond
The company launched a moving visual campaign starring Japanese National Swimmer Ikee Rikako — in her first public appearance without a wig — after successfully beating leukaemia. It shares her story of hope and resilience and aims to inspire audiences during these difficult times. It also marked the first time in 28-years that an SK-II campaign, featuring a solo female athlete, made the front pages of Japanese newspapers.
Re-Emerge
SK-II has also partnered with the China Duty Free Group to launch a new interactive animation called the ‘SK-II Skin Training Camp.’ The experiential animation was launched at the CDF Mall in Haitang Bay during China’s Golden Week holidays. The pop-up gave customers an interactive ‘skin training’ experience and offered personalised skincare consultations to help find the right SK-II products to suit their specific needs.
SK-II is a Platinum Partner for The Moodie Davitt Virtual Travel Retail Expo The unique 5-day ‘live’ event, followed by a 30-day showcase, begins on 12 October, just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of events across the five days, including a Symposium, category workshops and a new consumer research initiative. Early bird rates for exhibitor bookings expire on 1 June. Registration is free for buyers, exhibitors and preferred media partners. (Click here to register) |
