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Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


Skin Care

Social Issue Based Brand Transformation: Strategies of the Luxury Beauty Brand SK-II

SK-II, a leading luxury beauty brand in Japan, was experiencing a decline. Its customers were aggressively courted by rivals, and changes in society made it difficult for the brand to stay compelling to its customers. SK-II must formulate a new strategy to fundamentally transform itself, bolster relevance and transcend the competition. The case describes the market landscape, economic, societal and technological changes, as well as SK-II’s prior strategies and their implementation. In developing the new strategy, the brand needs to decide:

  1. whether and how it should speak to social issues such as gender equality and incorporate those issues into its brand purpose;
  2. how digital technologies should be effectively integrated into every aspect of the brand experience;
  3. how it should synergistically leverage social media, metaverse and other media platforms; and
  4. how it should work with established celebrities as well as emerging influencers to create a prestigious and yet engaging brand image.

The brand needs to thoroughly assess the pros and cons associated with the potential options, craft its strategy and develop a detailed implementation plan.


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