SKII QIXI EDITION
THE GIFT OF LOVE
Qixi is a Chinese lunar celebration all above love and commitment, equivalent to Valentine's Day in the West. The tradition originates from the story of the cowherd & weaver girl whose love is separated by the stars, only to be reunited once a year by the mystical power of nature.
Our client SKI-II wanted to mark the occasion, providing premium facial care gifting options for people to buy for their loved ones.
Our strategy came from our understanding that gifting is not just about the product - it's about experience for the receiver, both in the unboxing and the shareability of this moment online. The gift giver wants to give more than a beauty product; they want to openly express their love, which has far greater value.
Our concept was to create the illusion of a beautiful bouquet of flowers, selected for his lover by the cowherd.
When the giftee opens the bouquet, they find the product nestled into the flowers, thus elevating the experience and emphasising the natural qualities of the moisturiser.
After the product has been used, the cardboard box feels too precious to throw away, leading to consumers reusing it to keep their most precious items.
Our environmental design, transform the retail space into a florist.
The result: The concept created a huge spike in sales during Qixi, with consumers sharing their unboxing experience through their social channels, creating hundreds of thousands of free impressions.
