SK-II has positioned itself as a premium skincare brand catering to middle-age women with mature skin for many years. Nowadays, it would like to transfer their brand image for attracting more young women. Therefore, we helped SK-II reflects a more younger style with playful and cheerful social content, and retail visuals.
FMOT stands for First Moment of Truth. This is the feeling that when consumers are standing in front of the product, actually looking at it. Every trimester, SK-II updates FMOT key beauty and product imagery to showcase their celebrity ambassadors, seasonal products and to attract more customers to its retail counters.