Brief
With independent retailers fragmenting SK-II's brand story across the digital e-commerce space, SK-II took the plunge to establish an official presence on China's largest digital shopping portal, TMall.
Concept
Bearing in mind the equity of SK-II, the team set about replicating the brand experience on TMall. By dividing the e-shop into specialty boutiques, each housing a specific range of SK-II products, visitors could browse and shop in a way that felt consistent with the premium, editorial quality of the SK-II brand — rather than a generic product listing page.