E-Comm Gifting (China)
520 (May 20) and Qixi (August) are China’s key love holidays that have evolved into major e-commerce moments. During these occasions, consumers seek limited-edition gift boxes that are not only gift-worthy, but also highly shareable on social media. Beyond aesthetics, perceived value — driven by exclusivity, product curation, and limited-edition items — plays a critical role in purchase decisions.
My role was to define the strategic concept for both the gift box design and the communications narrative, grounded in cultural insight. This involved identifying evolving cultural trends and consumer motivations unique to each occasion, and translating them into a cohesive creative direction that could drive irrational desirability and conversion.
SK-II’s love holiday gift boxes are a commercial success, consistently topping Jing Dong’s list as #1 most popular/sold brand since 2022.