SK-II brand finds fresh purpose, digital market channels to satisfy consumers Despite masks covering part of their faces for protection from the novel coronavirus, beauty-and health-conscious female consumers in China are not neglecting skin care and, in fact, preferring environmentally friendly products, which encourages cosmetics firms to innovate the sourcing of raw materials and use digital technologies like artificial intelligence in production. This heightened sensitivity to the environment in the COVID-19 era among consumers has pushed Procter & Gamble to redefine the purpose of its SK-II skin care brand. P&G has expanded the scope of “Change Destiny”, its motto for SK-II, said Sandeep Seth, chief executive officer of SK-II Global. “The last six to nine months have shown the world what can happen to the environment (in certain circumstances) and how big an impact it can have on everyone’s life,” he said. “People talk about the new normal because so much has changed.” Without disclosing relevant figures, Seth said 2019 was a good year for SK-II in China. “We exceeded our target.” Although sales slumped during the first half of this year due to COVID disruptions, the second half saw a recovery on the back of robust domestic consumption due… Read full this story
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