SK-II needed to recruit the next generation of luxury skincare consumers in Asia. Known for premium products and scientific precision, the brand had strong authority but risked feeling unattainable and culturally out of step with younger consumers.
SK-II
SK-II
Reframing luxury beauty for a new generation.
Premium beauty was shifting from polished authority into personal belief and visible ritual. We flipped the script, moving from a message of empowerment to a celebration of self-expression.
Harajuku’s expressive street style became the creative catalyst, bringing the energy of Japan’s youth culture into SK-II’s luxury skincare world. Graffiti-inspired graphics, bold color, and fashion-led cues created a high-low visual language that made the brand feel more personal, contemporary, and alive.
The work pushed SK-II beyond traditional beauty codes, transforming the PITERA line into a bold, expressive, and unapologetic statement of self-expression. In doing so, the brand became more accessible, culturally relevant, and resonant with a younger generation of beauty consumers.
