- Client
SK-II & P&G
- Teams
Retail X & Future X
- Date
Spring 2018
Redefining retail experiences for YE skincare enthusiasts
P&G's luxury skincare brand, SK-II, faced the challenge of redefining itself as a “Brand for Me” among Young Executives (YE) — young women intrigued by technology and seeking personalized brand experiences. While SK-II was seen as efficacious but outdated in Japan, ambitious and relevant in China, and relatively unknown in the U.S., the brand sought to shift perceptions through innovative technology and disruptive retail solutions. The Retail X initiative, which would eventually become a larger effort known as "Future X", reimagined beauty counters across APAC with cutting-edge digital fixtures, creating unique and engaging shopping experiences.