22 Nov 2017
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Leo Burnett appoints Karen Ellis as global creative director for SK-II

MUMBAI: Leo Burnett Asia Pacific chairman and CEO Jarek Ziebinski has announced the appointment of Karen Ellis as the global creative director of the company’s skincare brand SK-II. She will be based out of Singapore.

Ziebinski said, “Karen’s outstanding body of work across fashion, luxury and beauty is truly one of a kind and a great fit for SK-II. With Karen on board, we look forward to bringing about a transformation to the team not just at the global hub in Singapore, but across the world to create work that will further enhance SK-II as one of the leading luxury skincare brands, not just in Asia, but globally.”

Ellis is an award-winning specialist with 20 years of experience in design and advertising exclusively for the fashion, luxury and beauty industries. She spent 10 years in New York creating celebrity campaigns for global beauty brands including Estee Lauder, L’Oreal, Avon and Revlon. She then moved to London where over the span of 10 years she led the creative of numerous beauty brands including Hugo Boss’ global franchise of fragrances.

More recently she has worked in Asia, grounding herself with Asian insights and working across markets (India-ASEAN) to create regional campaigns for beauty care products.

SK-II recently unveiled a new brand philosophy ‘Change Destiny’ with a global campaign.

Developed by Leo Burnett teams in Singapore and Tokyo and shot by Indy8, the global launch film features acclaimed ballet dancer Misa Kuranaga in the first phase. Kuranaga’s life story of defying the odds to achieve professional success takes centre stage in the video. Her story aims to inspire women to change their own destiny, regardless of the little ‘dictators’ in their life.

SK-II global associate marketing director Kylene Campos said, “A recent study we conducted found that long-term use of SK-II proves that it is possible to beat skin’s risks posed by DNA to go beyond the skin women have been born with. This insight inspired the core idea for #ChangeDestiny—which is all about challenging the belief that destiny is set at birth and celebrating women who have gone beyond limitations to achieve success. More importantly, #ChangeDestiny—which is deeply rooted in SK-II’s product truth—is hopefully the beginning of a positive movement to inspire women around the world.”

To further empower women to transform their skin destiny, SK-II has launched the first-in-the-world Skin DNA Concierge exclusively available in Japan, Korea, Hong Kong and Taiwan.