With the intention to steer away from a typical beauty campaign with creators reviewing and featuring products, SK-II launched 'Face the Wild. Face the Camera', a campaign to stress test one of its most coveted products, the SK-II Facial Treatment Essence. To capture the efficacy of the product, SK-II also partnered and engaged with National Geographic together with four celebrities in the fashion and beauty space, to some of the most extreme corners of the earth to not only push the limits of their tenacity but also their skin.
The campaign kicked off with a series of four riveting short vignettes following the unique adventures of four loyal SK-II users and celebrities, Kasumi Arimura, award winning Japanese actress, Chiara Ferragni, global fashion icon, Nini, celebrated Chinese actress and Lee Siyoung, top South Korean actress and national boxer in some of the world's toughest environments from the Yanbaru jungle in Okinawa, Japan to the Anza Borrego Desert in America.
In tandem, SK-II also launched Beauty Bound, a competition to identify the region's top creators in the beauty space. The competition that put the finalists through tough challenges around Okinawa culminated in a finale night where winners were celebrated in an awards ceremony graced by the four celebrities who inspired the challenges for the campaign.