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The main message of the advertisement is to tell the consumers that their unique features is how it helps to improve the appearance of 5 dimensions of beautiful, crystal clear skin: spots are less visible, appearance of wrinkles is reduced, skin texture is more refined, firmness is improved, and radiance is beautifully elevated. The skin becomes breathtakingly crystal clear after using it. SK-II is consider as a high end facial product, even though the price range of the product is around $105 - $290 US Dollar there are still a large amount of consumers going after their products as it is really effective after using it. It is definitely worth every penny you spend towards SK-II products. The current SK-II brand image of the product is expensive. SK-II Facial Treatment Essence is the star product of SK-II, and it is known as “Miracle Water” or “Holy Water” because it contains high percentages of Pitera. These unique features make the product more expensive. SK-II wants their target audience to say it is worth the price, and they will keep using the product because it works great on their skin. They would like to target audience to describe their product as an irreplaceable and high quality facial skincare product. Among these barriers is the difficult access to the complex Japanese distribution system and the product differentiation of the very competitive companies that already share the market. Companies as Shiseido, Lion, Kao, and Kanebo compete for market share, suggesting that with few big players in a slow growing market there is strong rivalry. Furthermore, the low switching costs of the skin care products makes easy for competitors to attract buyers from the rivals, thus enhancing the competition. The threat of substitute products for SK-II in Japan is high because of the high innovative capacity of P&G’s competitors, Kao and Lion. These Japanese

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