Global prestige skincare company SK-II has released ‘My Pitera Story’, an inspiring documentary series, featuring four celebrity SK-II Global Brand Ambassadors, who share their own personal experiences with the brand’s best-selling Pitera Essence.
The campaign, which was launched globally on 19 August, 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.
The My Pitera Story campaign not only showcases the lasting power of the Pitera Essence, but also highlights its potent anti-ageing effects as shown on the ageless, flawless appearances of the four Global Brand Ambassadors.
“When I first heard about this project, I asked ‘Really? Are we really doing this again?’ I was clear on one thing though — this is not a repeat. If it was, I will consider myself a failure,” commented Tang Wei who last year celebrated the ten-year anniversary of her debut campaign with SK-II in 2010.
“Ten years. It’s been ten years with SK-II and the Pitera Essence has always been there for me,” Tang Wei added. “Since the beginning till this day, SK-II is my miracle water. I think the first step of loving yourself starts with good skin. When you learn to love your skin, you learn to love yourself. Pitera Essence has changed my skin and life. It is irreplaceable to me, my one and only.”
Japanese actress Ayase Haruka’s SK-II Pitera Essence campaign is nearing its 11th anniversary this year. She said, “It’s been more than ten years since I’ve started using Pitera Essence, so it has become a part of my life. Each campaign I did with SK-II was memorable. It’s the type of campaign that makes my heart race.”
For Haruka, SK-II has been her most trusted beauty partner over the years. She said: “Looking back at my very first campaign, I do feel a little embarrassed, but being able to completely remake this again makes me truly happy. I am who I am and was able to change my attitude towards caring for my skin because of this meeting with SK-II and Pitera when I was 25 years old. SK-II is my partner.”
American actress Chloe Grace Moretz is one of SK-II’s newer Global brand ambassadors. She participated in the revolutionary Bare Skin Project in 2018 – which avoided the use of makeup and featured her bare face and glowing skin. Commenting on her Pitera journey, Moretz said: “Here I am, almost four years since the first ad for the Bare Skin Project, to share my Pitera story. My first Pitera Essence bottle gave me the courage to go bare skin in such a public way.
“Lately, my life has got really busy with filming. And that busyness hasn’t exactly been kind to my skin. But after a few years with Pitera I am pretty sure my skin will be able to stand up to the scrutiny and I could pull off this remake.”
“Doing this remake holds a lot of meaning for me,” commented Chinese actress Ni Ni whose first SK-II campaign launched seven years ago. “For over seven years now, Pitera Essence has been a constant to me. It’s been my essential travel companion, work companion, giving me confidence that my skin will be at its best no matter the situation l am in. We’ve gone through a lot together. Pitera Essence is my skin’s best friend.”
The My Pitera Story campaign highlights Pitera’s pop-culture journey through the years and SK-II’s willingness to break the mould of traditional marketing strategies. The best-selling 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.
In 2019, SK-II released the ‘Bare Skin Chat’ web series and ‘Pitera Masterclass’ featuring award-winning comedians James Corden, Naomi Watanabe and singer/songwriter John Legend.
SK-II has never shied away from disruptive, thought-provoking campaigns and in March 2021, the company unveiled SK-II Studio, its first film studio division and content hub.
The concept was inspired by SK-II’s purpose #CHANGEDESTINY as the world begins to emerge from the unprecedented times caused by the global pandemic.
SK-II Studio is dedicated to tackling social pressures impacting women today through the power of film and storytelling. Since its launch, SK-II Studio has released several inspiring films such as ‘The Center Lane’ starring champion Japanese swimmer Ikee Rikako, and the ‘VS’ Series, which starred a powerful roster of female Olympic athletes.
Its latest film, ‘Beyond the Stadium’ shines the light on the female entrepreneurs of the Tokyo Olympics 2020.
SK-II also partnered with leading travel retailer China Duty Free Group to host a pioneering ‘Social Retail’ pop-up store at the CDF Mall in Hainan. The project was the focus of a special Spotlight Series eZine by The Moodie Davitt Report.
“At SK-II, we are always looking out for new and interesting ways to connect with our consumers and bring to life our brand story — the story of Pitera and real transformation to crystal clear skin. We constantly experiment with various pop culture codes — entertainment, music, art and even animation to tell these stories,” said SK-II Global Senior Brand Director Gayoon Jung.
https://youtu.be/YKsDYz-8GhE
“The one thing does not change as we do this is our commitment to authenticity,” Jung added. “This is our core brand value and truth, one that we share with our consumers, especially the millennials and Gen Z.
“With My Pitera Story, our first docu-series about Pitera, we are going one step further with this, getting up close and personal with our celebrity brand ambassadors in intimate and authentic conversations about their life and skin.”
SK-II’s Pitera Essence is its best-selling product. It boasts an unchanged formula which contains over 90% Pitera, SK-II’s naturally-derived ingredient which is developed using a proprietary fermentation process from a unique yeast strain. The Pitera Essence has been dubbed as ‘Miracle Water’ in Asia, while the Facial Treatment Essence has helped millions of women achieve crystal clear skin.
