SK-II Site Redesign
For billion-dollar luxury skincare brand SK-II, what started as a site update culminated in an identity transformation. A top-to-toe branding exercise that spanned key visuals, product DNA, and content marketing taking a heritage catalog dotcom to a user-first skincare platform.
6 markets. 24 months. 60 SKUs.
Change can be hard. For a heritage brand running on legacy infrastructure, change can take international teams working round the clock and the sun (twice!) to answer the question: Why are we here?
To capture a new generation of customers, we pivoted the use case focus from a digital catalog to a platform that engages, educates, and empowers. From powerful modern visuals to an in-depth ingredient dictionary and a robust skincare resource, the website redesign kickstarted a movement that changed the brand forever.
Client: SK-II, Procter & Gamble
Agency: Huge Singapore, 2016 - 2018
Role: Content and Copy Lead
