SK-II China and its skin cream scandal: An extended analysis of the image restoration strategies in a non-Western setting

SK-II, a global luxury cosmetic and skincare brand of Proctor & Gamble (P&G), was sued by a Chinese consumer in 2005, which raised serious questions about SK-II's product safety and the credibility of its advertisements. This public relations debacle resulted in a dip in SK-II's performance in the China skincare market. The theory of image restoration discourse was applied in this case to analyze SK-II's public relations efforts to rebuild its prestigious brand image in China and to regain Chinese consumers’ trust. More rigorous image restoration strategies for multinational corporations (MNCs) in the Asian market were also discussed.