SKII aims to stay among top three


  • Business
  • Wednesday, 08 Jun 2005

BY SHILING WOON

SKII wants to maintain its position as one of the top three best selling skin products in Malaysia over the next five years, said Asean brand manager Rameet Kaur. 

Since entering the local market seven years ago, the popular Japanese brand had quickly established a strong presence here and this would enable it to chart steady growth annually, she said, declining to disclose any figures.  

“SKII has become one of the top three best selling skin products in Malaysia since 2003, based on the Perfumeries and Cosmetics Association research report. Therefore, I hope that it will continue to be the leader in skin care products in the next five years,” Rameet told StarBiz in an interview in Petaling Jaya. 

SKII is a range of popular skincare products from Japan. The products contain pitera, a unique ingredient that a group of scientists discovered in a sake factory. 

Pitera has set us apart to be more competitive in the market,” she said. 

Rameet Kaur with the range of SKII skin care products.

This ingredient is a natural yeast derivative that produces nutrients for the skin, such as amino acids, organic acids, vitamins and minerals. 

The brand has become part of the beauty regime of many celebrities and beautiful women locally and globally, such as singer Fauziah Latiff, who became a SKII spokesperson seven years ago, Hong Kong singer Sammi Cheng, Japanese actress Kaori Momoi and Thai actress Jeab .  

The S and K in SKII stand for secret key, which is the secret of beautiful skin. 

The brand is targeted at women aged 25 years and above.  

“Women build up their confidence with the brand by noticing the observable effects of SKII on their skin,” Rameet said. 

The major challenge she faces in managing the brand is understanding customer needs to deliver the “perfect” products to suit their demands. 

 

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