SK-II GenOptics CC Primer
Designed in December 2023. Launched in June 2025
Previous deign
Goal of the project
To strategically revolutionize SK-II’s multifunctional Genoptics UV/CC by creating a 5-in-1 skincare solution that combines sun protection, nourishment, and cosmetic benefits. The goal was to deliver a product that not only shields skin with full-spectrum protection but also enhances the sensory experience, brightens the complexion, and provides natural coverage with a radiant finish.
Market Insight
Leading beauty brands are making bold moves in the UV/CC category. To stand out in a saturated market, there is a need to disrupt the status quo with a distinctive yet timeless shape language.
Design Objectives
Our design approach was guided by four key principles:
A Brief History of SK-II AA & Brightening Shape Evolution
Design Exploration
Direction 1 - GIE shape inspired
Design Exploration
Direction 2 - Lightbulb/Pitera Inspired
Overview
Final Direction
The client selected Option 6 for further development. This concept draws from a light bulb-inspired shape language, delivering a subtle, understated aesthetic while maintaining a cohesive visual identity within the SK-II product lineup.
Previous Design
New Design