/ SK-II
Celebrating beauty – and pigs
SK-II is a global skincare brand. Though the Japan-based company’s biggest market is Asia, SK-II is enjoying steady growth in other parts of the world too. Facial Treatment Essence – currently their top seller – is occasionally offered in a limited edition, with a fresh concept and novel bottle design.
Direction
Chinese New Year, also known as Spring Festival, is traditionally celebrated in February. But as 2019 is the Year of the Pig, we faced something of a challenge – especially when it comes to packaging beauty products.
The pigtail transforms into the Chinese character for ‘Spring’.
Creation
We decided to give “piggy’s” precious appendage our attention. A pale pink pigtail curls around the bottle, simultaneously rendering the Chinese character for ‘Spring.’ The result? Japanese minimalism – with a twist.
Activation
The Year of the Pig was re-imagined in multiple ways, but most other brands forgot the twist. Which meant SK-II could hog most of the attention.