SK-II (together with Aer Rianta International and Phillip Morris International) features as one of our three Exhibitors of the Day on 7 November at the Virtual Travel Retail Expo Buyers & Brands Bonanza Month.
To visit the SK virtual suite at the Expo click here (note: If you have not registered to attend the Expo, you can do so here free of charge if you are involved in the travel retail sector).
Global prestige skincare company SK-II is shining the light on its best-selling Pitera Essence. The hero serum started with authentic celebrity testimonials and evolved to feature disruptive, industry-first campaigns such as the ‘Face the Wild, Face the Camera’ project with National Geographic to its ‘Bare Skin Project’ partnership with Magnum Photos in 2018.
It is also highlighting the ‘My Pitera Story’ campaign. It was launched globally on 19 August, and stars Chinese actresses Tang Wei and Ni Ni, Japanese actress Ayase Haruka and American actress Chloe Grace Moretz across a collection of short films.
All four women have previously featured in SK-II campaigns. Through intimate conversations and behind the scenes footage, the documentary series tells the how the Pitera Essence has transformed each celebrity’s skin over the years as they revisit and remake their previous campaigns with SK-II.
In a powerful Knowledge Hub Session at the Expo, P&G Global President Skin & Personal Care Markus Strobel explores how SK-II, has sought meaningful ways to connect with its consumers in a fast-changing world while staying true to the brand purpose #CHANGEDESTINY—Skin, Life and Planet.
SPECIAL SESSION: #CHANGEDESTINY
Looking back on the beginning of SK-II’s #CHANGEDESTINY story, Strobel says: “Change Destiny is all about inspiring women to overcome societal pressures and live to their full potential. Destiny is not a matter of chance. It is a matter of choice. How this came together a couple of years ago is quite interesting.
“We made a discovery here in Asia that we call ‘the box’. Women in Asia feel often trapped in a box, in a box of expectations society puts on them, to get married at the right time, to get the right job, to be perfect, all these kinds of things that box them in and feel like they’re not in control of their own destiny. So, we brought these two things together into the #CHANGEDESTINY campaign.”
SK-II turned inspiration into action by launching the SK-II Studio which has released a compelling series of films in the last year, starting with ‘The Centre Lane’ with Imee Rikako and the ‘VS’ animated anthology series starring Olympic athletes. It also launched the #CHANGEDESTINY Fund to help women-owned businesses in Japan.
https://youtu.be/4-d9AgXyZ64
Where: Beauty & Wellbeing Zone, Exhibition Pavilion
Wayfinding (you must be registered first): https://event.virtualtrexpo.com/?exhibition_type=exhibitionpavilion&room_id=skll&hide_controls=true
Knowledge Hub Session #CHANGEDESTINY: https://event.virtualtrexpo.com/session/Global.html?sessionID=GB021_specialsession&hide_controls=true
The Virtual Travel Retail Expo platform has been further streamlined with a much-enhanced and speedier log-in procedure, improved video loading speeds and continued navigational improvements.
In a bonus, registration (go to www.VirtualTRExpo.com) is complimentary from now and throughout the bonus month for anyone involved in the travel retail industry. Please note you cannot access the Expo without registration, and all delegates must first be verified as connected with the sector and are subject to qualification criteria.
