SK-II Secures Amber Liu As Its Latest Celebrity Endorser 

Facing a competitive skincare market in China, SK-II has tapped on Taiwanese-American indie singer and rapper Amber Liu as its latest celebrity endorser.

The 31-year-old, who first came to fame with K-pop girl group f(x) in 2009, has had a prolific solo career as a singer, rapper and songwriter after her K-pop foray. 

More importantly, Liu is known for her androgynous fashion and being a vocal proponent of women’s rights, making her the ideal ambassador for SK-II.        

According to ASN data, SK-II has invested almost US$2.6m, giving the brand a mere 0.6% share in the Asian sponsorship market since Q321, with an average quarterly investment of US$223k during this period. However, spends have dipped to figures between US$58k and US$159k since Q223. Unsurprisingly, the brand’s key deals have been in the celebrity endorsement sphere. The main markets for its spends are China (68.1%) and Japan (31.9%).