SK-II has been struggling to generate sales in China's market, prompting the Japanese premium skincare brand to revamp its offline counters and leverage influential online channels. According to the WeArisma Beauty Leaderboard tracker, SK-II achieved a media value of $1.5 million from May 1 to 21. Nars and Fenty Beauty tied for second place, each with a media value of $1 million. However, domestic Chinese skincare brands are outperforming global rivals, with Proya reaching an impressive media value of $2.7 million in early May, followed by Winona with $1.9 million and Florasis with $1.5 million. Homegrown brands are exceling in consumer trends, reacting swiftly to changing preferences, and experimenting with innovative marketing strategies... such as launching a mini-series on Douyin.
A key factor in SK-II's success was a Douyin video titled “SK-II Blind Skin Test for Consumers” posted by Xiaoyang Video ( @小央视频 ), a state media outlet with 28.9 million followers. The video showcased random people guessing the ages of three participants by blindly touching their faces, with astonishing results. The 61-year-old woman was guessed to be 37, and it turned out she had been using SK-II products for 31 years.
The video generated a significant media value of $653,500... highlighting the effectiveness of partnering with authoritative channels and showcasing authentic consumer experiences to build trust with beauty shoppers. The brand's enhanced image was further boosted by Phoenix Web ( @凤凰网 ), a news outlet with 16 million followers on Douyin, which featured SK-II's upgraded counter in Shanghai.
As Jing Daily notes, brick-and-mortar stores play a crucial role in enhancing brand interactions, "loyalty," "and trust."
Reference: Found hereA key factor in SK-II's success was a Douyin video titled “SK-II Blind Skin Test for Consumers” posted by Xiaoyang Video ( @小央视频 ), a state media outlet with 28.9 million followers. The video showcased random people guessing the ages of three participants by blindly touching their faces, with astonishing results. The 61-year-old woman was guessed to be 37, and it turned out she had been using SK-II products for 31 years.
The video generated a significant media value of $653,500... highlighting the effectiveness of partnering with authoritative channels and showcasing authentic consumer experiences to build trust with beauty shoppers. The brand's enhanced image was further boosted by Phoenix Web ( @凤凰网 ), a news outlet with 16 million followers on Douyin, which featured SK-II's upgraded counter in Shanghai.
As Jing Daily notes, brick-and-mortar stores play a crucial role in enhancing brand interactions, "loyalty," "and trust."
SK-II, Nars, Fenty Beauty: Which Brand Performed Best In May?
• SK-II's efforts to revamp its offline counters and leverage authoritative online channels have resulted in a media value of $1.5 million, with a Douyin video titled "SK-II Blind Skin Test for Consumers" driving a significant portion of its success. 2. C-beauty brands, such as Proya, Winona, and Florasis, are outperforming global rivals in terms of media value, reaching $2.7 million, $1.9 million, and $1.5 million respectively, demonstrating their greater sensitivity to online consumer trends and willingness to experiment with new marketing strategies. 3. The "SK-II Blind Skin Test for Consumers" video, posted by state media outlet Xiaoyang Video, has been particularly effective in generating media value, demonstrating the effectiveness of using authoritative channels and authentic consumer experiences to win beauty shoppers' trust. 4. Brick-and-mortar stores play a crucial role in enhancing brand interactions, loyalty, and trust, allowing brands like SK-II to provide consumers with memorable experiences and foster strong connections with their customers.
After several consecutive quarters of lackluster performance in the Chinese market, SK-II is trying to salvage its sales by upgrading its offline counters and leveraging authoritative online channels. From May 1 to 21, the Japanese premium skincare brand achieved a media value (MV) of $1.5 million, according to the WeArisma Beauty Leaderboard tracker*. Nars and Fenty Beauty tied for second, both achieving $1 million in media value.
