For SK-II's digital content overhaul, the goal was to create content that was engaging, informative, relevant to the brand's customers, and would position SK-II as the leader in luxury skincare science.

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Working closely with SK-II's Digital Brand Managers, I developed a global editorial voice and "What's New" content framework to be executed across multiple touchpoints - brand sites, social media, and travel retail - in 12 markets, including Japan, China, Korea, and the US.

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Within 6 months, website traffic increased by 345% and time spent on the website increased by 200% on average globally.