SK-II has launched its second multi-influencer power format in Asia, Beauty Bound Season Two, to bring in authentic content experiences to its customers.
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In partnership with social video agency Brave Bison, the series follows 64 young contestants across eight countries, including Hong Kong, Singapore, Malaysia, Indonesia, Thailand, Korea, Taiwan and Japan, all competing to become "Asia's next top beauty creator".
The eight contestants from each country, selected from hundreds of YouTube entries, attended local boot camps. At the two-day boot camps, they received guidance from the regions' top influencers and celebrity makeup artists, and were tested on their skills, creativity and showmanship across a series of challenges.
Sandeep Seth, marketing director, Global Operations, SK-II, said the new move reflects the brand’s ambition to build deeper, meaningful and authentic relationships with its customers.
"We know creators are shaping the future of the beauty industry – by supporting grassroots talent we are tapping into uncharted territory," he said. "This campaign is all about empowering and supporting local creators, giving them the opportunity to build their own influence and shape the beauty sector."
Ian Samuel, chief commercial officer at Brave Bison, said TV audiences are in decline and their trust in traditional format based "advertising" is at an all-time low, and it is great to see brands looking at new ways to cut through. "This strategy makes the brand the owner of a reality format, authentically supercharged through influencers to highlight SK-II’s #changedestiny philosophy."