SK-II and Great White Rabbit IP Collaboration for Chinese new year
As the Year of the Rabbit approaches in 2023, SK-II has teamed up with the beloved Chinese heritage brand Great White Rabbit (大白兔) to launch a limited-edition skincare collection. This collaboration blends the nostalgia of a childhood milk candy with the prestige of a global luxury skincare label. The SK-II × Great White Rabbit 2023 edition is positioned as both a festive gift and a cultural symbol, sending good wishes for the new year and encouraging consumers to “leap forward like a rabbit.”
Key insights
Point of View
The Great White Rabbit has accompanied several generations in the last 60 years. With a large national base and reputation, the clever use of the harmonic name further amplifies the influence of the two brands.
Great White Rabbit is a reasonably priced Chinese milk candy brand, and SK- II is a well-known premium skincare brand. Even while the two collaborate creatively, there is a significant difference between the two in terms of brand tone and popularity. In fact, this is not the first time that SK-II has caused controversy because of the packaging issue, combined with SK-II’s previous packaging design in various forms. It’s such controversy that gives the brand more discussion and attention.
Written by Ayla Liao from internship summer bootcamp 2023
13 Jan 2023
