China – In celebration of ‘I Love You 520’ Day, global skincare powerhouse SK-II has unveiled a new campaign with iconic Asian rock band MAYDAY, blending music and beauty to honour love in its most genuine form.
The campaign features MAYDAY’s hit love song ‘First Love Once Again’, from their sixth Mandarin studio album ‘’Born to Love’, as the soundtrack to a short film that takes viewers on a kaleidoscopic journey through love. Framed as a playful yet reflective invitation, the film encourages audiences to embrace their personal love stories in celebration of 520 Day.
“We are thrilled to partner with SK-II. SK-II is the first beauty brand we as a band have partnered with in years. It comes at an extra special time for us, as 2025 is the year we are celebrating our 25th anniversary as MAYDAY. We wanted to give our fans something different and special to look forward to this time, this 520. We had a lot of fun filming this campaign,” shared Ashin, lead singer of MAYDAY.
“Not many people know this, but we have actually been fans of SK-II’s products for years—especially the brand’s Miracle Water. Our songs have always been about celebrating love authentically, and we are excited to be able to do this with SK-II,” he added.
As part of the campaign, SK-II has introduced a 520-Day Limited Edition “Heartbeat” Gift Set in China. The set includes a specially designed gift box with layered heart motifs, alongside the brand’s signature Facial Treatment Essence. The limited-edition bottle, containing over 90% PITERA™, is personalised with the handwritten message “You Are My Only One” by MAYDAY.
The gift set and customised essence will be available while stocks last from 8 May across SK-II’s official online stores and retail counters in China. A personalisation service will also allow customers to add their own messages, enhancing the gifting experience.
Helene Bellamy, global SK-II senior vice president and global brand leader, shared, “This year’s China ‘I Love You Day’, while most campaigns focus on the hottest and flashiest gifts, we wanted to shift the focus back to HER, challenging what has become the norm, and celebrate the real, authentic meaning of love – with a thoughtful gift that celebrates loving you and only you.”
“MAYDAY is not only a music legend but a true icon of love in the eyes and hearts of our consumers. Their iconic love anthems through the years have become synonymous with authentic celebrations of love. We look forward to our consumers sharing their unique love stories with their one and only this 520 with SK-II as #1 Gift and MAYDAY,” she added.
