SK-II's Special-Edition Packaging Targets Asian Millennials
Laura McQuarrie — April 13, 2018 — Art & Design
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.
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.
Trend Themes
1. Luxury Packaging - Opportunity for brands to create limited-edition packaging that engages and inspires consumers.
2. Millennial Marketing - Brands can target millennials with colorful and inspiring messaging that connects with their values and aspirations.
3. Artistic Collaborations - Collaborating with artists to design packaging can create unique and visually appealing product offerings.
Industry Implications
1. Skincare - The skincare industry can explore innovative packaging designs that enhance the user experience and create a sense of luxury.
2. Marketing and Advertising - Marketing and advertising agencies can specialize in creating campaigns that resonate with millennials through bold and inspiring messaging.
3. Art and Design - Artists and designers can collaborate with brands to create visually stunning packaging and engage with a wider audience.
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