Global prestige skincare brand SK-II celebrated the first-ever ‘World Pitera Day’ on 13 July.
World Pitera Day was created to celebrate SK-II’s hero Pitera ingredient.
SK-II launched a multi-sensorial animation in Japan attended by SK-II’s VIPs and brand ambassadors. The event was broadcast around the world, marking the first large-scale global event for SK-II.
The World Pitera Day immersive experience told the story of Pitera, from its origins to its latest scientific breakthroughs. The striking animation, dressed in a premium colour palette of red and gold, took visitors through the history of Pitera beginning from the first bottle of Pitera ever made.
The animation took visitors on a virtual visit to SK-II’s Shiga Plant in Japan and revealed the results of SK-II’s Pitera 24/7 Skin Fluctuation Study, which explored how women’s skin conditions change throughout the day. In the study, some participants exhibited skin that looked up to ten years older during the day due to multiple stressors.
The animation was also a beauty tech showcase with the Mini Magic Scan, SK-II’s contactless skin analysis tool, helping guests determine their skin age and recommending personalised Pitera skin regimens.
In addition to Pitera, other SK-II products showcased included the GenOptics UltraAura Essence and Skinpower lines. These lines have powerful brightening and anti-aging capacities, respectively. The animation is supported by an immersive virtual experience which can be accessed by scanning the QR code below.
“Pitera is a precious gift from nature and beyond. For over 40 years, it has changed the destiny of millions of women, and we are delighted to open our doors to its full story for the first time with World Pitera Day,” commented Global SK-II CEO Sue Kyung Lee. “Pitera has remained unchanged but the miracles of its scientific discoveries and innovations continue to unfold.
“Through SK-II’s partnerships with the world’s top scientists and dermatologists on extensive research studies, we have never stopped uncovering new Pitera secrets and its ability to transform skin to Crystal Clear Skin. World Pitera Day is a recognition and celebration of the miracles that Pitera has brought and will continue bringing to the world.”
Late Night Portraits
World Pitera Day marked the unveiling of the ‘Late Night Portraits Campaign’. The campaign features a series of stunning bare-faced photographs of SK-II’s brand ambassadors. This includes singer Mina (member of South Korean pop group TWICE), Japanese comedian Naomi Watanabe and Japanese actresses Ayaka Miyoshi and Kaori Momoi. Momoi is SK-II’s longest-standing brand ambassador.
It was inspired by the Pitera 24/7 Skin Fluctuation Study, which revealed that the skin is at its worst condition late at night. The findings showed that if skin fluctuations weren’t tackled, then long-term visible skin problems would ensue.
The Late Night Portraits campaign underlines the efficacy of SK-II’s Pitera and Pitera Essence, which work to stabilise the skin’s daily fluctuations.
“It was an unusual experience to be photographed at night without makeup. But when the cameras started clicking, I felt at ease knowing that my skin fluctuations have been stabilised by Pitera. I’m happy and impressed at how well my skin turned out, as even late at night my skin remained crystal clear,” commented Mina.
Miyoshi added, “I was eager to participate in Late Night Portraits because I was curious about how well my skin would stand up to the test. My skin turned out radiant and truly looked its best even at my worst moment. I hope my Late Night Portrait will convince everyone to be more conscious of starting a skincare routine early.”
“What a bold and cool idea it was to do a bare-skinned late-night photoshoot,” said Watanabe. “My skin fluctuates frequently during the day and I have noticed before that late night is my worst moment. However, with Pitera, my skin stayed crystal clear and looked amazing,”
“I really like how SK-II is unafraid to push boundaries,” commented Momoi. “The idea of putting our skin to the test with Late Night Portraits intrigued me and, as a long-time user of Pitera Essence, I felt confident about the condition of my skin even late at night.”
Late Night Portraits continues on SK-II and Pitera’s legacy of bold, brave and memorable story-telling campaigns that put Pitera to the test. From its recent, Gen Z-focused ‘Pitera & Me’ campaign, the ‘My Pitera Story’ project, to its House of Miracles and Social Retail projects with China Duty Free Group, SK-II has always embraced memorable campaigns that underline the lasting power of Pitera.
“Our latest SK-II campaign ‘Late Night Portraits’ builds on our iconic Pitera’s legacy of miraculous skin transformation and is underpinned by our desire to solve one of the greatest skin frustrations and problems of our consumers — young women of today,” added Lee.
“Based on our latest breakthrough study about the phenomenon of daily skin fluctuations in young women and the discovery of how she can look up to almost ten years older within a day, we embarked on this bold stress-test to uncover the condition of Pitera-powered skin in her worst moment.
“Inspired by our celebrity ambassadors’ courage in stepping up to do a bare skinned photoshoot late at night, I did my own ‘Late Night Portrait’ during World Pitera Day. With Pitera as the essential, I can personally testify that late- night crystal clear Skin is indeed possible.”
All about Pitera
SK-II’s exclusive Pitera ingredient is naturally-derived from a proprietary yeast fermentation process.
It is packed with over 50 micro-nutrients, vitamins, amino acids, minerals and organic acids that boost skin youth, radiance and quality.
Pitera’s composition resembles the skin’s natural moisturising factoring, allowing it to be absorbed quickly and deeply into the skin.
https://youtu.be/xg0oY_bl6aw
Note: The Moodie Davitt Report has launched an e-newsletter, Beauty Curated, in association with Shiseido. It offers a curated selection of stories focused on the key wellbeing category in travel retail and beyond.
To subscribe free of charge please email Kristyn@MoodieDavittReport.com headed ‘Curated Wellbeing’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
