Procter & Gamble : VM Toolkits for Premium Skin Care brand SKII Communicating product benefits through VM

  • Context

  • SKII is a global premium skincare brand originally from Japan, now owned and distributed by Procter & Gamble.

  • Challenge

  • FITCH’s first challenge was to develop a global visual merchandising solution to support the launch of the brand’s anti-aging face cream range ("Anti-Aging '08"). Subsequently, a new story that was centered on the idea of "Skin Power" formed the brief for a second anti-aging VM initiative in 2009, with the code name "Rosetta."

  • Solution

  • Fitch created a toolbox of VM items to complement the SKII counters. For the first initiative ("Anti-Aging ’08"), the concept uses a visual motif that consists of concentric shapes emanating from the hero product. Key pieces of the VM suite use live edge acrylic to create a glow and therefore communicate the energy within the SKII product.

    For the second initiative (Rosetta), the design language needed to reflect the idea of "Skin Power." It does so by blending two visual concepts—the use of Chinese calligraphy of the character "Chi" ("energy"), and through the use of a moiré pattern. The energy of the calligraphic brushstroke and the movement produced by the moiré effect (where two sets of concentric lines are overlaid at slightly different angles) combine to achieve the desired sense of energy.

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