We produced a series of communications featuring Tang Wei - the actress who made a bold choice with the bare-all role in Ang Lee’s erotic film, Lust/Caution - sans make-up inviting all females to show off their bare face for a day.She also launched our campaign event and invited other women to be photographed without make-up. Visitors took photos in the SK-II booth, uploaded them onto our Facebook page and invited others to enter our “Bare Your Skin for a Day” contest. Three local TV personalities also joined the “Bare Skin is Best Skin” pledge and offered their testimonials.

Popular female bloggers shared their stories of life without make-up for a day. Usually Photoshopped, they appeared at their most natural. We linked all participants to the SK-II site where women all over Asia could join in the movement and show off their bare, beautiful faces for a day.

Our Singapore and Malaysia Facebook pages tripled their fan bases in just one month after the launch. During the campaign period, we garnered 750,996 post views in total and 2,413 likes and comments in Malaysia; and 53,292 page views and 489 'likes' and comments in Singapore.SK-II’s new users increased by 57% in Malaysia and 82% in Singapore versus a year ago, with a sales increase of 6% for both markets.In a region where “natural skin” is covered up by layers of make-up, we broke through and helped women realise their skin’s true potential.