Year:| 2006|
kinfolk:| PR Newswire Crisis Management Award|
Country:| chinaware|
customer:| Procter & Gamble|
PR Agency:| Weber Shandwick|
Awarded image:| Golden World Award|
P&G was concerned about plummeting sales of its leading cosmetics brand SK-II after(prenominal) consumer litigation relating to the safety of the product damaged its image. Weber Shandwicks media and consumer campaign was a total brand revival, generating considerable packaging around the high quality of SK-II products, and gaining strong support from aboriginal beauty and fashion editors. The campaign also cleared misperceptions created by the litigation, and led to a turnaround in sales.
Statement of conundrum/opportunity
SK-II is one of the top five cosmetics brands in the world, and was first introduced by P&G to China in 1999. Chinese women spend on average US$100 a month on beauty and cosmetics, making it the fourth-largest consumer market in China. SK-II became one of the top selling, multi-million dollar skincare brands in China, pleasant numerous skincare honors and accolades from top fashion and beauty journalists.
SK-IIs winning formula was its core ingredient, Pitera®, a natural yeast derivative which helps restore skins 28-day metabolic cycle. SK-IIs flagship product, Facial treatment Essence, was quickly hailed as miracle water by Chinese women and endorsed by celebrities.
SK-IIs success and brand reputation in China were marred by a crisis in March 2005. Consumer litigation alleged the new SK-II De-Wrinkle Active did not provide the benefits claimed in its advertising and labeling. The resulting publicity created concerns about the safety of SK-II products, and fanned the flames of an online relation: that Pitera® caused ill side-effects if used regularly.
Though both claims were groundless - the finding of fact on the lawsuit was in favor of SK-II, and Pitera® was proved to be harmless by independent...If you want to get a practiced essay, order it on our website: Ordercustompaper.com
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