Weber Shandwick organized a successful campaign for China’s premier skin care brand, Procter & Gamble’s SK-II, officially launching its Whitening Campaign on March 7 with a media workshop in Beijing. Themed "Beyond Whiteness", the workshop attracted beauty editors to participate from China's key fashion and beauty media.

The campaign aimed to introduce SK-II’s Source White family, which includes Whitening Source, Facial Whitening Mask, Whitening Source Skin Brightener and Whitening Source Pancake/Whitening Source Liquid Foundation. The campaign also sought to highlight the products as truly pioneering, which help solve four kinds of facial skin pigmentation problems, transforming the problems into translucent and clear skin.

To pique media's interest, four discolored Chinese crystal (liuli) beads, representing the four skin problems, were delivered to media with the invitation. At the workshop, media were shown the SK-II 4D Whitening Lab depicting the pioneering technology used in the Source White family. A renowned dermatologist from Taiwan was flown in to speak on the causes of skin pigmentation while a P&G technical marketing representative delivered a presentation on the products’ benefits. Media were impressed when engaged in these interactive sessions.  

The workshop successfully delivered all key messages – the new concept of Beyond Whiteness, the four whitening pillars, and SK-II Source White products – and received a highly favorable response from both the media and the client.

To sustain momentum, several Whitening workshops were organized through media co-op programs with top fashion and beauty magazine readers’ clubs. Local celebrities were invited to the workshops to share their whitening tips and to generate excitement. 

Team members: Adrian Peh, Sabrina Bi, Mavis Chen, Katie Li, Sam Zhao, Angel Wang
apeh@webershandwick.com

P&G technical marketing representative Gu Lan introduces the benefits and efficacy of the products.

Inner painting: Media try their hands at inner painting (a traditional Chinese art form) during the workshop.