SK-II's Special-Edition Packaging Targets Asian Millennials

 - Apr 13, 2018
References: thedieline
SK-II is a luxury skincare brand in Asia that worked with Manchester-based agency 'LOVE.' to create limited-edition skincare packaging to support its #ChangeDestiny platform.

The colorful, inspiring Millennial-targeted packaging aims to get consumers feeling comfortable in their own skin by sharing messages such as "Be the person you decide to be" and "Destiny is a matter of choice." While the look of the packages are aesthetically bold thanks to typographic designs by artist Luke Choice, the feel of the packaging is said to be "almost ceramic in touch," with a matte finish that provides a contrast to the brilliantly colored graphics on the limited-edition skincare packaging.

Beyond packaging, SK-II's bold messages can also be found on social media and in physical pop-up shops.