The global prestige skincare brand SK-II celebrates its first-ever SK-II World PITERA™ Day, in honour of its iconic and exclusive skincare ingredient — PITERA™!
At the core of SK-II is PITERA™ – a priceless gift from nature and beyond. Every SK-II product has contained PITERA™ for more than 40 years, which has enabled millions of skin transformations all over the world.
World PITERA™ Day is the first major international celebration of the legendary PITERA™ ingredient held by SK-II, and virtually broadcasted to the entire world. It offers an immersive journey that reveals the miracles of PITERA™ from its origins to its latest scientific discoveries and innovations like never before. It is exclusively attended by SK-II celebrity ambassadors, including Japanese actress Haruka Ayase, MINA of global girl group TWICE, Japanese actress and model Ayaka Miyoshi, and Japanese comedian Naomi Watanabe.
The day of firsts for PITERA™ culminates with an unveiling of SK-II’s boldest PITERA™ stress-test. The “Late Night Portraits” campaign by SK-II showcases a collection of breathtaking bare-skinned pictures of the adored brand ambassadors courageously taken during their worst moments.
“Late Night Portraits” By SK-II
The “Late Night Portraits” campaign features a series of stunning photographs starring SK-II’s beloved brand ambassadors, including MINA of TWICE, Japanese actress Ayaka Miyoshi, Japanese comedian Naomi Watanabe, and SK-II’s longest-standing brand ambassador, Japanese actress Kaori Momoi, all courageously captured at their worst moment.
Celebrities were photographed with bare skin after having their skin treated for the shoot with nothing but PITERA™.
Unveiled at the first-ever World PITERA™ Day in Tokyo on July 13, 2022, SK-II’s “Late Night Portraits” campaign is inspired by SK-II’s latest first-in-the-world PITERA™ 24/7 Skin Fluctuation Study on the skin of young women. The ground-breaking study, carried out around-the-clock for more than six weeks, go beyond SK-II’s groundbreaking longitudinal skin research to reveal how women’s skin condition – texture, pores, redness, dullness, hydration, and barrier function – variously changes throughout the day, sometimes making them appear as much as ten years older as a result of numerous daily stressors.
The time of the day she’s at her worst? Late at night. If daily skin fluctuations are not addressed, an accumulation of these daily fluctuating skin concerns will hasten the development of visible skin problems in the long run.
In SK-II’s PITERA™ 24/7 Skin Fluctuation Study, SK-II discovered that after regular use of PITERA™ and a bottle of PITERA™ Essence as her skincare essential, her skin fluctuations are dramatically stabilized, and her skin transforms to Crystal Clear Skin. This is due to PITERA™’s distinctive composition, which is similar to the skin’s natural moisturizing factors. Due to this, PITERA™’s goodness of over 50 micronutrients can be quickly and deeply absorbed into skin.
“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 stabilized by PITERA™. I’m happy and impressed at how well my skin turned out, as even late at night, my skin remained Crystal Clear,” said MINA.
“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,” said Ayaka Miyoshi.
“What a bold and cool idea it was to do a bare skinned late night photoshoot. 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,” said Naomi Watanabe.
“I really like how SK-II is unafraid to push boundaries. 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,” said Kaori Momoi.
“Late Night Portraits” builds on SK-II’s growing collection of stories about its iconic PITERA™ and PITERA™ Essence. For generations, SK-II has been on a mission to reinvent and meaningfully retell the legend of PITERA, the stories of PITERA Essence, and the transformation into Crystal Clear Skin to its consumers.
Beginning with genuine celebrity endorsements in the beginning, this progressed to daring projects like 2017’s “Face The Wild Face The Camera” with National Geographic, 2018’s “Bare Skin Project” with Magnum Photos, an industry-first beauty entertainment web series like 2019’s “Bare Skin Chat” and “PITERA Masterclass,” a remake of a classic skincare campaign like 2021’s “My PITERA™ Story,” as well as 2022’s “PITERA™ & Me”, SK-II’s first-ever self-directed film series by its newest Gen Z brand ambassadors.
“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,” shared Sue Kyung Lee, CEO, Global SK-II. “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 10 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.”
Immerse yourself in the miraculous world of PITERA™ now. Scan the QR code above, or visit https://piteraday.sk–ii.com/home/ for an in-depth journey into SK–II’s iconic PITERA™.
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