SK-II
Web/Digital · Content · Experience
SK-II
Overview
When digital transformation leads to brand transformation.
Role: Creative direction, brand positioning, digital strategy, content creation, project roadmapping
Huge Singapore, 2015 - 2017
SK-II is a billion dollar luxury skincare brand with a footprint in 12 countries. Most popular in Japan and China, SK-II competes in a tough category full of product, retail, and brand innovation. In other words, beauty is a battlefield.
Our relationship with SK-II started in 2015 with a dotcom redesign pitch, and has since turned into a global digital AOR relationship that spans the breadth of SK-II's digital & innovation.
Working closely with the global executive team, we rethought the in-store workflow, redesigned the global website, produced several rounds of digital/social content initiatives, and created some one-off special projects.
Along with a group of 10+ talented designers, producers and writers, I oversaw all SK-II work out of the Huge Singapore office.
1. Omnichannel tablet application
Our first SK-II project was rethinking a key tool for SK-II’s team of 1,800 Beauty Counselors, retail associates who embody the brand’s commitment to service and skincare expertise. The previous workflow, which was primarily analog (think sticky notes) was outdated, ineffectual, and lacked polish.
The new app, called Skin Destiny Concierge, reframed the customer consultation experience and streamlined otherwise manual tasks like inventory management, scheduling appointments, and customer outreach. Most importantly, the app captures and consolidates valuable user data, a major step towards connecting SK-II's many digital channels for a deeper understanding of user needs and to deliver a personalized brand experience.
The app was piloted in Japan, SK-II's largest market, and adapted to the distinct needs of China, where the team integrated and optimized WeChat functionality to facilitate customer outreach, enable more personalized counseling, and drive loyalty redemption.
Initial results show that the upgraded experience saved BCs an average of almost 30 minutes each day.
↓ Watch a walkthrough of the updated counseling experience.
2. Global site redesign
On the strength of our digital chops and dedication to understanding user behavior, SK-II awarded us the chance to redesign SK-II.com for all markets.
↓ A preview here: