Apr 1: SK-II, a global prestige skincare brand, ushers in a new chapter of luxury skincare in India. This is a significant step in its commitment to bringing the transformative power of PITERA™ Essence to women around the world so they can be #FreetoBare with their Bare Skin as their Best Foundation.
The Origin of PITERA™
For more than 45 years, SK-II has touched the lives of millions of women around the world through skin and life transformation.
Every legend has its origins. For SK-II, it all starts with a chance encounter.
The fascinating story behind SK-II began with a quest to understand why elderly sake brewers had wrinkled faces, but extraordinarily soft and youthful-looking hands. These hands were in constant contact with the sake fermentation process.
Over years of research, the scientists discovered the one single yeast strain within 350 yeasts existing at that time. The scientists unlocked the one single yeast strain that held the secret to her Best Bare Skin.
From a proprietary yeast fermentation process, PITERA™ was crafted into the world’s first Facial Treatment Essence. The rest is history, but the legend of PITERA™ lives on, in every single product from SK-II.
The Power of PITERA™
Packed with over 50 micro-nutrients – vitamins, amino acids, minerals and organic acids – the unique composition of PITERA™ harnesses the vital force of nature and is one that can’t be achieved artificially or synthetically.
Our iconic best-seller, the Facial Treatment Essence with over 90% PITERA™, known as the “Miracle Water” in Asia, is loved by millions of women around the world for its transformative power.
In humid climates like India, where consumers often seek lightweight skincare solutions, SK-II sees an opportunity to delight Indian consumers. Facial Treatment Essence is a lightweight yet powerful essence that absorbs quickly, enabling consumers to feel #FreetoBare, so her bare skin can be her best foundation all day long.
Luxury Skincare Experience Reimagined
SK-II reimagines the luxury skincare experience, drawing inspiration from the rituals of the fermentation process that led to the discovery of PITERA™. Within this space, consumers can embark on a journey to uncover the magic of SK-II and the transformative power of PITERA™. They will be invited to indulge in a personalized skincare counselling session with the SK-II Magic Scan—a groundbreaking skin diagnostics device that harmoniously blends facial recognition and AI. Consumers can look forward to tailored skincare recommendations as they better understand their skin and the perfect products that best resonate to their unique skincare needs.
