SK-II is a luxury beauty brand based in Japan. During the 1970’s, a Japanese Sake Brewery company made an interesting discovery. Elderly workers who came into contact with the yeast fermentation process, had youthful looking hands. Furthter Research showed after looking at over 350 different strains of yeast, the Pitera Strain had skin benefiting nutrients.
Since the 1970’s, SK-II has become a billion dollar status brand for P&G. How did the brand do this?
One of the biggest ways, SK-II did this was by revolutionized the skincare regimens for many woman.
Videos like this one on SK-II’s YouTube channel focus on the extra benefits of a full skincare regimen, that it not only will help keep your skin healthy and youthful, but will be a calming force in your day to day life.
Culturally, SK-II as a skincare brand has been very successful in Asian markets because the idea of a multi-step skincare regimen has existed and is spreading. In fact, according to a study, Asians spent on average 4.7 minutes on their skin daily while Americans spend only 1.7 minutes.
Americans have started to be curious with stepping up their skincare routine by testing out prescribed Beauty regimens from eastern cultures.
Source: Self.com
What do you think?
Marketing Lesson: With the increase in information spread online, cultural barriers that once existed have fallen. Ideas like a skincare regimen can spread to other cultures creating marketing opportunities for firms. Brands like SK-II have expanded to the United States within the last 15 years leading to it’s billion dollar status.
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