Global prestige skincare brand SK-II celebrates a new era of PITERA™ experience through a reimagined retail experience by paying homage to its heritage in the brand’s first-of-its-kind concept store in Kuala Lumpur, Malaysia.
The SK-II retail experience is reimagined for guests to switch off from the world and immerse in the miracle world of PITERA™ as they uncover the stories behind the house of SK-II – from the fabled origin story of SK-II to the decades of craftsmanship, skin science discoveries and skincare innovations.
SKINCARE SANCTUARY WHERE HERITAGE MEETS INNOVATION
SK-II’s concept store tells the legendary story of SK-II’s origins: It all started with a chance encounter over 40 years ago, when a group of scientists observed that the fermentation process made the hands of aged sake brewers extraordinarily soft and youthful. After years of research and over 350 yeast strains, they unlocked one single yeast strain that held the secret to Crystal Clear Skin – and PITERA™ was born.
]Every detail in the concept store has gone through meticulous deliberation to bring to life the different facets of the world of PITERA™. Each element in the store is carefully crafted from naturally inspired materials and artfully designed to tell the intricate stories of SK-II’s Japanese heritage and the miracles of PITERA™ that continue to unfold today.
The product discovery area celebrates the craftsmanship behind SK-II’s PITERA™ innovations. Sugidama1-inspired balls form the foundation of the boutique’s product tester bar, a nod to the significance of time in the craftsmanship of PITERA™, while the designs on its surface are inspired by the unique patterns arranged in rice by Toji masters. Displayed at the core of each product collection is an exclusive art piece crafted by a ceramic artist from Shiga – the birthplace of PITERA™, to represent the miracles and unique skin benefits behind each iconic SK-II skincare line.
From the Hinoki2 wood-inspired patterns and Arakabe3 wall finishings to the delicate scent of a blend of Japanese cypress, Hinoki wood and sandalwood crafted exclusively for the SK-II concept store, no detail was overlooked in the creation of this immersive skincare sanctuary.
1. Sugidama balls are tips of cedar leaves that turns gradient over time, representing the passing of time in the fermentation process.
2. Hinoki wood is inspired by the craftmanship that goes into making a Japanese barrel, long used in Japan for its beauty, durability and delicate natural fragrance that promotes feelings of harmony while reducing anxiety and stress.
3. Arakabe is an artisanal Japanese plastering technique used to regulate temperature and humidity.
OMOTENASHI-INSPIRED SERVICE LIKE NO OTHER
Inspired by the spirit of omotenashi, or ‘wholehearted hospitality’, SK-II is elevating the skincare counselling experience to a ceremonial level. For the first time ever, luxuriate in the SK-II Skin Ceremony with our SK-II skin experts where your skin is pampered with the reverence, mastery and care it deserves.
The SK-II Skin Ceremony is a series of skin rituals that embodies craftmanship in every step and reflects the unparalleled SK-II omotenashi-inspired service that delivers memorable and meaningful moments for every guest.
The grand opening of the SK-II Concept Store on 22 June 2024 will be joined by some of Southeast Asia’s biggest names in beauty, featuring an exclusive appearance from SK-II’s global celebrity ambassador MINA of global girl group TWICE.
“This first-ever SK-II concept store in Kuala Lumpur, Malaysia, marks a momentous milestone for the house of SK-II. Consumers are at the heart of all we do at SK-II, and this is a testament to our commitment to elevating skincare experiences for her and transform,” shared Sue Kyung Lee, President, P&G Global Skin & Personal Care. “More than a retail store, we want to provide a sanctuary for her to switch off from the world and immerse in the miracle world of PITERA™. This is the beginning of a new era to elevate the SK-II shopping experience, and we look forward to sharing it with the rest of the world.”
