Brief Explanation

Re-entering the competitive beauty market of China, SK-II was faced with the challenge of striking an emotional chord with younger users. Tapping into the insight that women find inspiration to stay true to their passion when they witness someone else find success in their pursuit, we began a movement to inspire young women to realize their passion can change everything. The movement was sparked with the success story of a brand ambassador’s pursuit of passion that engaged women in conversations and acted as the catalyst for them to pledge to pursue and find success with their own passion. Website Login: kennethchiew@gmail.com PW: Arcww123