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SK-II is a very familiar brand for every girl. It produces advanced skin-care products that are appealing to every girl. Today, we are going to talk about the reasons of its popularity.
The Romantic Beginning of SK-II
It all started in 1975 in a sake distillery in Hokkaido, Japan. During a visit to the distillery, a group of scientists who liked to find out the truth, noticed that an old lady working in the distillery had a pair of delicate hands like a girl. They realized that someone was experiencing a miracle: in the brewing process of sake, there was a secret that made the skin crystal clear.
SK-II did research on more than 500 yeasts from nature, and finally found out a special yeast. Different from the other yeasts commonly used for wine making or bread making, the liquid purified from the fermentation process contains almost no alcohol and is rich in minerals, organic acids and vitamins, which is very beneficial to the skin. SK-II named this precious liquid Pitera. Over the past 25 years, Pitera has almost become the soul of SK-II. It exists in all SK-II products, and has been writing the crystal-clear miracle of SK-II for 25 years.
Today, Pitera still cannot be synthesized artificially. It can only be purified in natural fermentation under specific environment, pressure and temperature. Every drop of Pitera requires a long fermentation process, which is like cultivating a baby.
SK-II’s Patent- Pitera Came Out
In 1980, a miracle skin care product which contained 90.7% Pitera was first introduced to the market. SK-II team used the theory of Microbiology (life science, cytology, bacteriology) to extract Pitera from natural yeast. It contains natural amino acids, minerals, organic acids, inorganic acids and other natural ingredients indispensable for healthy skin. It has excellent and special moisturizing functions.
SK-II has been clearly aware of the changing consumer market in China. On June 8th, SK-II launched a brand activity called “Bare Skin Project”. The idea of this activity is simple and clear: “to present the beauty of naked skin without foundation in front of the camera”. In fact, SK-II invited six famous female stars to shoot high-definition advertisements without wearing makeup.
The Successful Marketing of SK-II
Although there are more and more factors that affect the consumers’ decision, the influence of stars on the general public is still obvious, especially in shaping aesthetic concepts. When the stars break the shackles of the original aesthetic and start to pursue a unique aesthetic orientation, the ideas that the brand wants to convey to the consumers will also be transmitted to a wider range of people.
SK-II focuses their marketing strategies on two dimensions: the first one is to keep an eye on social issues, and the second one is to express its ideas in a maverick way. And they succeed on both dimensions. Many brands want to attract the attention of female consumers, but it is not easy in an environment of information explosion. Standing with the consumers with a unique attitude may be SK-II’s key to success after long-term exploration, which is also the key reason why we analyze SK-II’s marketing events today.
