More and more brands are appealing to the human side of their products and services as seen in this SK-ll ad campaign. Instead of focusing on its skincare, SK-ll brings to light a larger struggle Chinese women are facing, showing that they are there for their consumers in a meaningful way.
The SK-ll ad campaign specifically addresses the idea of urban millennials known as "shengnu," or "leftover women." These single women face pressure and stigma from family and friends starting as young as 27 to settle down and get married. In the video, one woman says, “People think that in Chinese society, an unmarried woman is incomplete."
By giving these women a voice, SK-II positions itself as a a brand that is more than its products, something women will associate trust and support with.
What's Driving This Trend
- Appealing to the Human Side
- Brands are focusing on the human side of their products and services, creating emotional connections with consumers.
- Addressing Social Stigma
- Brands are taking a stand against societal pressures and stigma, supporting marginalized groups and sparking conversations.
- Building Trust and Support
- Brands are positioning themselves as trustworthy and supportive allies, providing more than just products or services.
Who This Affects Most
- Skincare Industry
- Skincare brands can seize the opportunity to address societal issues and foster emotional connections with consumers.
- Advertising Industry
- Advertising agencies can assist brands in creating authentic campaigns that address social stigmas and resonate with target audiences.
- Consumer Goods Industry
- Consumer goods companies can differentiate themselves by positioning their brand as trustworthy and supportive, creating brand loyalty.
