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Beauty and the Beast: The Brand Crisis of SK-II Cosmetics in China

Author

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  • Susan H. C. Tai

    (Department of Management and Marketing, The Hong Kong Polytechnic University, Kowloon, Hong Kong)

Abstract

On September 14, 2006, customers in all major mainland China cities flooded SK-II counters with refund requests after health authorities found banned metals in SK-II cosmetics products. The report of possible health risks prompted a fierce backlash from some Chinese consumers, a movement partly orchestrated on the Internet, which forced P&G into offering compensation. P&G ended up pulling all its SK-II products from mainland China shops amid security fears after outbreaks of violence in Shanghai, where hundreds of people pushed, shouted, and broke a glass door of the office building at which product returns were being accepted. The case is useful in dealing with marketing issues such as product safety concerns, product recalls and negative publicity.

Suggested Citation

  • Susan H. C. Tai, 2008. "Beauty and the Beast: The Brand Crisis of SK-II Cosmetics in China," Asian Case Research Journal (ACRJ), World Scientific Publishing Co. Pte. Ltd., vol. 12(01), pages 57-71.
    • Handle: RePEc:wsi:acrjxx:v:12:y:2008:i:01:n:s0218927508001023
    DOI: 10.1142/S0218927508001023
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