" When attendees arrived at the SKII Pavilion at the 2019 Tax Free World Association Summit in Singapore, we wanted them to experience SKII VS. real life in a whole new light." 



What are young Asian women facing today when it comes to their skincare? 

"Young asian, female executives are fundamentally different customers who want a very different type of relationship with SKII. Our task, is to train sales staff new methods of showcasing the latest skincare products and how they help overcome stress, fatigue, humidity and cold weather. "


It starts with uncovering the core of the travel consumer who moves fast and is time crunched in an airport environment. We worked to understand what is important to this type of consumer and how to reach out to them. Our strategy resulted in us placing the young executive woman at the heart of the experience. To her, confidence and independence is what drives them each day. Like a red rose, we developed a consumer journey that uncovers the 'multiple layers' of the brand truths to get into the center of the the purchase experience.


SK-II Tax Free World Asia Summit 2019


SK-II rolled out a new brand new and feel for their pavilion at the annual Tax Free World Association (TFWA) summit in Singapore, and we were tasked with bringing it to life experientially for over 5000 delegates who would attend. Part of the brief was to develop a customer experience that would showcase how the brand was overcoming some of the key stressors of everyday life that young, Asian women face.


We began the process by coming up with a unique point of view - that every touchpoint that guests experienced will be from a place of empathy. It eventually evolved into the theme of SK-II helps you conquer life, and attendees were invited to move through to the core of who real women were, and encounter their own authentic moment with the brand. 


The pavilion also served as a 'train the trainer' program for department store associates on the latest products, shelving units and sales techniques. 


Environmental Design, Visual & Creative Direction: Lee Changzhi

Agency: PICO International 

Venue: Marina Bay Sands, Singapore 


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Copyright 2020 Lee Changzhi