SK-II: The Marriage Market Takeover: How giving ‘leftover’ women in China a voice transformed a luxury skin care brand

IPA Effectiveness Awards Case Study 2018


In China, women who are single after the age of 27 are known as ‘leftover women’. Some Chinese parents post details of ‘available’ daughters in public ‘Marriage Markets’ to attract the parents of single sons. P&G’s luxury skincare brand, SK-II, wanted to make itself more relevant to women by supporting their right to control their own destinies. It created a documentary celebrating single women and encouraging parents to respect daughters’ life choices. Outdoor and activations amplified the conservation which generated huge media buzz. Following the activity. brand salience, price and market share all strengthened. Average new users per month grew by almost 100% and sales nearly doubled in a year. SK-II became Asia’s number one brand in its category.

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Marriage Market has truly put SK-II in the map Globally and in China as a brand that women can relate to on a human level and not just at a functional level. This experience has taught us that we should always remember that our consumers are human beings first and foremost, and keep this central in everything that we do. This is a higher bar indeed, and one that will help us stay relevant in today’s fast changing world where consumers put value, transparency, authenticity and humanity at the center.

Kylene Campos, Global brand director, SK-II, P&G
P&G

Shortlist 2018

Title

SK-II: The Marriage Market Takeover: How giving ‘leftover’ women in China a voice transformed a luxury skin care brand

Brand

SK-II

Client

P&G

Agency

Forsman & Bodenfors

Principal Authors

  • My Troedsson - Forsman & Bodenfors

Contributing Authors

Credited Companies

  • BeOn - Media Agency

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Shortlist 2018

Title

SK-II: The Marriage Market Takeover: How giving ‘leftover’ women in China a voice transformed a luxury skin care brand

Brand

SK-II

Client

P&G

Agency

Forsman & Bodenfors

Principal Authors

  • My Troedsson - Forsman & Bodenfors

Contributing Authors

Credited Companies

  • BeOn - Media Agency

SK-II: The Marriage Market Takeover: How giving ‘leftover’ women in China a voice transformed a luxury skin care brand

IPA Effectiveness Awards Case Study 2018


In China, women who are single after the age of 27 are known as ‘leftover women’. Some Chinese parents post details of ‘available’ daughters in public ‘Marriage Markets’ to attract the parents of single sons. P&G’s luxury skincare brand, SK-II, wanted to make itself more relevant to women by supporting their right to control their own destinies. It created a documentary celebrating single women and encouraging parents to respect daughters’ life choices. Outdoor and activations amplified the conservation which generated huge media buzz. Following the activity. brand salience, price and market share all strengthened. Average new users per month grew by almost 100% and sales nearly doubled in a year. SK-II became Asia’s number one brand in its category.

Register interest to download case study >