SK-II has launched a 520 Valentine’s Day campaign featuring rock music band Mayday, introducing a limited-edition Facial Treatment Essence with custom packaging and bottle personalization. The collaboration emphasizes emotional connection over traditional promotions, tapping into shared memories to deepen consumer engagement. The campaign quickly gained traction on social media, aligning with trends in China where emotional value drives purchasing. SK-II’s China sales rose 11% YoY in Q1 2025, reinforcing the brand's focus on emotional branding.