Since P&G did not take the responsibility for the incident that it should have, the credibility of SK-II was questioned.

SK-II has cultivated a group of stable and loyal high-end customers over its several years of operation in China.

Those loyal customers will not simply give up on the brand, but they will take a cautious attitude when choosing SK-II products. In the meantime, the brand will find it much tougher than before to develop new customers. So, innovation is crucial for SK-II at this stage.

SK-II's main task at the moment is to regain its customers' trust. What worries customers the most? The answer is product safety.

The brand should take innovative methods to clear concerns over product safety.

It does not contain any banned substances. After drug maker Contac hit a PPA (phenylpropanolamine) crisis in China, it released ads stressing that the new Contac does not contain PPA. Perhaps SK-II should take the same approach.

Be cautious when making claims about products. This means eliminating statements like "using the products continuously for 28 days can reduce 47 percent of wrinkles" and "skin age can be reduced by 12 years".

Speed up product innovation. Products are the core of the brand.

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