Malaysian Media Awards Winners Showcase





2015 | |

Age is just a number: SK-II dares women to rock their age

Advertiser: Procter & Gamble
Brand: SK-II
Creative Agency: Mediacompete Sdn Bhd
Credits: -

The Challenge
SK-II has a strong presence in the premium skincare segment yet differentiation continues to be a challenge and has affected the brand’s performance in an already competitive category.

The Solution – Insight & Idea
No woman wants to reveal her age unless she looks younger than she actually is. Age is put on defense rather than a badge to wear. SK-II launched the Magic Ring Test with a proprietary device to determine a woman’s skin age. Our strategy was to demonstrate that Skin Age can be measured and thus, SK-II’s effects can be quantified. ROCK YOUR AGE: The idea is to inspire women to be proud of their skin and age while highlighting SK- II’s key ingredient, Pitera, that can make one’s skin age younger.

The Execution
We dared to ask the most awkward question ever put on TV: HOW OLD ARE YOU? And who best to ask than the very women our target sees on-screen everyday! We interrupted hosts while on set of their shows: ASTRO AEC Evening Edition frontliner, Yuen Yuen and AXN EBuzz host, Jamie Ong whose reactions to the question were caught on tape. We then strategically aired their caught-on-tape reactions right after the commercial breaks of their shows for direct association. We then led consumers to the site where they could learn about skin age, reinforcing SK-II as the only product that can reverse skin age in a month! Weeks later, YuenYuen and Jamie, now SK-II users, were asked the same question and revealed their age but proudly declared their younger skin age calling for women to ROCK THEIR AGE.

The Results
We saw the highest month-on-month increase in new users outside of festive periods. Penetration of key product, Facial Treatment Essence, was highest ever over P6M, which helped to arrest the decline and increase the basket size per purchase.