CHINA. Japanese luxury skincare company SK-II has partnered with China Duty Free Group (CDFG) to launch an interactive animation at the Sanya International Duty Free Shopping Complex in Hainan Island.
The SK-II Skin Training Camp ran during China’s labour day holidays from 1 to 5 May. It offered customers an interactive ‘skin training’ experience and provided personalised skincare consultations to help them find the right SK-II products to suit their specific needs.
The pop-up also featured plenty of self-service elements which reduced the risk of viral infection and also allowed customers to explore SK-II’s range at their own pace.
The animation highlighted the limited-edition release of the SK-II Pitera Essence, which is one of the company’s hero products. The lightweight serum plumps, refines and revitalises the skin using SK-II’s exclusive Pitera complex.
For nearly 40 years, SK-II has touched the lives of millions of women around the world through skin and life transformation. It took years of research for scientists to isolate the ‘miracle formula’ Pitera, a naturally-derived liquid from the fermentation process of a unique strain of yeast.
SK-II claims that 90% of women agree that almost ten years of visible skin damage is reversed after one year of Pitera usage. It added that the limited-edition SK-II Pitera Essence was sold out during the Skin Training Camp event.
As reported, the striking animation is part of SK-II’s ‘React, respond and re-emerge’ strategy, which outlines the company’s near-term response to the COVID-19 crisis.
According to the company, its approach follows three key pillars: being human, serving not selling, and staying rooted in brand purpose and identity.
SK-II, one of the great skincare success stories of recent decades, has signed as a Platinum Partner for the forthcoming Moodie Davitt Virtual Travel Retail Expo.
“The Virtual Travel Retail Expo is inspiring the way forward in how we come together as a global industry in these extraordinary times of social distance to form strong social connections and even stronger partnerships through technology,” said Global SK-II CEO Sandeep Seth.
The Virtual Travel Retail Expo begins on 12 October with a 5-day ‘live’ event followed by a 30-day showcase (click here to register), just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of activities across the five days, including a Symposium, category workshops and a new consumer research initiative.
SK-II enjoys particular prominence in the travel retail channel, a positioning epitomised by this SK-II Shilla Travel Exclusive Set, launched in collaboration with The Shilla Duty Free in 2019
Virtual becomes Reality as many of the world’s great brands (click here for latest updates) and leading travel retailers lend their support for a breakthrough digital gathering.
| Discovering youth through age: The fascinating story behind SK-II began with a quest to understand why elderly sake brewers in Japan had wrinkled faces, but extraordinarily soft and youthful-looking hands. These hands were in constant contact with the sake fermentation process. It took years of research for scientists to isolate the ‘miracle formula’ Pitera, a naturally-derived liquid from the fermentation process of a unique strain of yeast. Since then, SK-II with Pitera has become the choice of countless women around the world, including celebrities such as Tangwei, Ni Ni, Chun Xia, Haruka Ayase, Kasumi Arimura, Naomi Watanabe, Chloe Grace Moretz and Simone Biles. For the latest news and in-depth information, please visit http://www.sk-ii.com |
