As an avid follower of skincare marvels, you might have heard about SK-II‘s miraculous ingredient, PITERA™. But do you know the secret behind this incredible element that has revolutionized the beauty industry? Marketing In Asia (M.I.A) was privileged to gain exclusive insights from Sue Kyung Lee, CEO of Global SK-II, as she unlocks the untold secrets of PITERA™ and takes us on an immersive journey through the “SK-II SECRET KEY HOUSE.”
The Inspiration Behind “SK-II SECRET KEY HOUSE”
The inspiration behind the Secret Key House began with PITERA™,” Sue Kyung Lee tells M.I.A. It’s a story of observation, discovery, and ongoing exploration into the miracles of this unique ingredient. Through multi-sensorial artistic installations, the SK-II Secret Key House aims to reveal ten of SK-II’s best-kept secrets, allowing PITERA™ lovers to unlock and continue their skin transformation journey. “Last year, we celebrated SK-II’s first ever World PITERA™ Day, which marked the start of telling the full story of PITERA™ to consumers, media and influencer partners. This year, we are thrilled to extend this to World PITERA™ Month as a symbol of our deep commitment to skincare expertise and product craftsmanship of the highest quality – from every drop of PITERA™ to every single one of our SK-II
products.”
As part of World PITERA™ Month, we are handing our consumers and fans—PITERA™ lovers –the keys to unlock some of our brand’s best-kept secrets in our first ever SK-II Secret Key House and continue their skin transformation journey with PITERA™, the Secret Key to Crystal Clear Skin. The SK-II Secret Key House holds ten of SK-II’s best-kept secrets, revealed through multi-sensorial artistic installations of PITERA™
Sue Kyung Lee
The Transformative Power of PITERA™ Over Decades
PITERA™ remains essentially unchanged for over 40 years and yet, its miracles on skin continue
to unfold. As a pioneering leader in the field of skincare expertise, craftsmanship and science, we have carried out many groundbreaking scientific studies and discoveries on skin and the skin transformative powers of PITERA™ with our consumers to help them better understand their skin and solve their biggest skin concerns.
From groundbreaking insights on recurring seasonal skin issues to the prevention of aging chain reactions, Sue Kyung Lee shared that the research behind PITERA™ never stops unfolding. Recent findings were presented at the World Congress of Dermatology, revealing how PITERA™ reduces the Aging Trigger Factor “AT-0,” contributing to SK-II’s latest innovation, the SKINPOWER Advanced Cream.
Global Celebrity Ambassadors and PITERA™
Authenticity is key, Sue Kyung Lee explains. Celebrity ambassadors, real lovers of PITERA™, share their unique personal stories of transformation and success with SK-II’s audience. The premiering of “The Secret Key” films at the SK-II Secret Key House showcases the untold stories of MINA and Qiu Tian, resonating with audiences through relatability and authenticity.
Our audience will get to unlock the secret of how MINA paved the way for her future as a global artist and crystal clear skin at a young age with PITERA™, and hear from Qiu Tian on how using PITERA™ every day since her university days has been transformational for her skin and life.
A Glimpse into SK-II’s Best-Kept Secrets
Visitors to the SK-II Secret Key House were in for an extraordinary experience that went beyond mere spectacle. From unraveling the mystery behind the SK-II name to delving into the inherent nature of PITERA™ and its latest groundbreaking discoveries, the exhibition promised a transformative journey. Participants were privy to untold stories of skin transformation, including insights from celebrity PITERA™ lovers like MINA from TWICE and Chinese actress Qiu Tian. They were also empowered to embark on their very own month-long transformation to Crystal Clear Skin with guidance from the SK-II Magic Scan and the PITERA™ 28-Day Calendar. Without giving too much away, those who dared to take this enlightening path unlocked their understanding of skincare’s most cherished secrets.
The Miraculous Heart of SK-II: PITERA™
Collaborations with renowned scientists and dermatologists keep PITERA™ at the forefront of skincare innovation. Lee emphasizes that SK-II’s commitment to advancing skin science will continue to bring breakthroughs to consumers.
During the World Congress of Dermatology in July, we inaugurated our first ever PITERA™ Science Expert Panel in recognition of the leading dermatologists who have partnered with SK-II to advance skin aging science. We are committed to continue advancing skin science and working closely with our partners to bring more breakthrough innovations to consumers with PITERA™.
Exciting Initiatives in “World PITERA™ Month”
From in-person experiences to online tools like the SK-II Magic Scan, World PITERA™ Month promises an engaging journey for all PITERA™ users. Sue Kyung Lee invites all to embark on their transformation to Crystal Clear Skin, guided by state-of-the-art technology, SK-II Magic Scan.
The Magic Scan uses a combination of state-of-the-art facial recognition, computer vision, and AI technology to assess her skin against a database of over 1.2 million women worldwide to unlock her skin age and strengths, and forecast her skin’s potential.
The Future of Skincare and PITERA™
Lee articulates a vision where the future of premium skincare lies in omnichannel touchpoints driven by technology and research. She assures us that SK-II will continue to champion PITERA™, with innovative product experiences that serve the consumer at the heart of it all.
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A symbol of excellence and a miracle in the skincare industry, PITERA™ remains at the heart of SK-II’s success. As M.I.A discovered through this exclusive dialogue with Sue Kyung Lee, the wonders of PITERA™ are still unfolding, promising exciting innovations and transformations in the world of beauty. The SK-II SECRET KEY HOUSE is but a gateway to the magical journey of self-discovery and skin transformation that awaits you with PITERA™, the Secret Key to Crystal Clear Skin.
