NAOMI'S SKINCARE CLUB

In the face of COVID, Japan’s top comedian launches Skincare Show.

When COVID-19 struck Japan, two things quickly happened to SK-II. Skincare sales increased as people took more time to take care of their skin at home, and all of SK-II’s video shoots were cancelled. However, influencers continued to make and create content from the safety of their homes. With so many looking to take care of their skin, how could we connect with SK-II fans?

The Insight

Naomi Watanabe, one of Japan’s top comedians continued creating skits and shows in the authentic and down-to-earth comfort of her home. What if SK-II could collaborate with her to make a fun, quirky show that educated and entertained?

The Idea

We gave Naomi her own Skincare Club — a show that took her fans behind the scenes to reveal her skincare routine in a more authentic way. Integrating her signature sense of humour, this series reached 8.9 million views in a matter of days, helping brand love and skincare sales skyrocket.

Key Visuals

Credits

Client – SK-II
Agency – VaynerMedia