Love You As You Are -
SK-II
In China, Valentine’s Day is known as “520”. This holiday has become increasingly superficial, with men opting to buy flashy gifts like designer purses and bright red lipsticks. So we positioned skincare brand SK-II as the opposite, a gift that celebrated the stripped back, bare-skinned version of her. A way to say, I love you as you are.
Our film starred Chinese celebrity Chun Xia.
#1 Best-selling gift on e-commerce platforms
24 million organic views
Package Design
We designed six different gift boxes each with a special poem celebrating a unique feature of Chinese women. Gift-givers could choose the box that described the thing they love most about their partner. On the inside was a hand-written love letter from SK-II.
