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Visual Identity

Experiential

Campaign

Brief

To create an immersive and memorable experience for attendees at the SK-II World Pitera Day event in Japan that celebrates the key ingredient Pitera in SK-II's skincare products and highlights its benefits. The goal is to engage attendees' multiple senses through a multi-sensorial animation that brings the essence of Pitera to life and enhances their understanding and appreciation of the product. By delivering a memorable and interactive experience, the animation will deepen the connection between SK-II customers, beauty enthusiasts, and potential customers in Japan and the brand, ultimately leading to increased brand loyalty and product engagement.

Solution

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 through a combination of sights, sounds, scents, and touch.

The event was broadcast around the world, marking the first large-scale global event for SK-II.

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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.



Through SK-II’s partnerships with the world’s top scientists and dermatologists on extensive research studies, they 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.