THE WHAT? Procter & Gamble-owned SK-II has launched its first ‘Social Retail’ pop-up store, located in the Haitang Bay Duty Free Shopping Centre, Hainan, China.
THE DETAILS The pop-up store is said to be inspired by the brand’s #ChangeDestiny tagline as well as the VS six-part animated anthology series by SK-II Studio, which focuses on social pressures felt by women.
The social retail store gives consumers a cinematic experience of the animated series.
According to a press release, “Through WeChat Mini Program, visitors will be able to transport themselves into the world of ‘VS’ with just a click on their mobile phones. They will be able to watch the ‘VS’ films and participate in a larger-than-life augmented reality experience—battling an underwater “kaiju” alongside their favorite Olympic athlete Liu Xiang as they wait in line.
SK-II will also be launching its Special Edition Collectible Pins at the store, which will be given as a complimentary gift to all shoppers.
THE WHY? Active until 31st May, the pop-up is said to be part of the SK-II’s mission into ‘retail innovation and a global transformation’ in order to connect to a new generation of consumers looking for more meaningful experiences with brands amidst the COVID-19 crisis.
Sandeep Seth, Chief Executive Officer, Global SK-II, said, “Engagement in the beauty and skincare category has generally been ‘tactile’ in nature—what you can see, touch, feel. In these times of the pandemic, we want to provide our consumers contactless, gamified experience where she can gain inspiration and learn about her skin in a safe yet engaging way.”