SK-II’s latest campaign, My PITERA™ Story, a docu-series featuring its four global celebrity brand ambassadors – Tangwei, Nini, Ayase Haruka and Chloe Grace Moretz – as they take on a bold new challenge of remaking their most iconic skincare campaigns.
The docu-series feature intimate conversations with the celebrities about how their skin and lives have changed since their first bottle of the SK-II PITERA™ Essence.
“Ten years. It’s been 10 years with SK-II and PITERA™ Essence has always been there for me. Since the beginning till this day, SK-II is my Miracle Water,” Tangwei muses while reminiscing on her first campaign.
“I wouldn’t consider myself a very feminine woman. When I first heard that some women had skincare rituals that consisted of 13 steps, I couldn’t believe it! Growing up in my hometown, girls would usually carry parasols in summer and wear long sleeves when they ride a bike. They will cover their face with a scarf and leave only a gap for the eyes. My mom would always scold me for not doing any of this. But SK-II taught me how to care for my skin, one step at a time. I think loving my skin is like loving myself. It has given me freedom to choose and simplify. It could be as simple as washing my face and putting on PITERA™ Essence or doing a few more steps.”
Tangwei admits that ever since she’s worked with SK-II, she recognizes the importance of taking care of your skin, which by extension, is a reflection of self-love. She adds, “I think the first step of loving yourself starts with good skin. When you learn to love your skin, you learn to love yourself.”
“It’s been more than 10 years since I’ve been using PITERA™ Essence so it’s like part of my life.”
Being able to take part in this campaign made Ayase truly happy, as she credits a pivotal shift in her stance towards skincare to SK-II. “I am who I am and was able to change my attitude towards caring for my skin because of this meeting with SK-II and PITERA™ when I was 25 years old.”
“Well, it has been a long time since we met. It’s been more than 10 years since I’ve been using PITERA™ Essence so it’s like part of my life. Thanks to PITERA™ Essence, one product I’ve been able to work with so many people over a long course of time. Being able to do this makes me truly happy. I am who I am and was able to change the attitude towards caring for my skin because of this meeting when I was 25 years old. SK-II is my partner. That is how I feel.”
“I’m thrilled to partner with SK-II for yet another exciting campaign. It’s once again a bold challenge. I especially love the idea of sharing “My PITERA™ Story” and doing an iconic remake. It is like recreating a legacy yet reimagined in a whole new way. It is not only the outcome of my experience with PITERA™ Essence all these years but the growth and transformation that I’ve experienced these 8 years while having SK-II by my side. As life changes year after year, PITERA™ Essence has always been my constant partner. That has been unchanged. It has made me even more confident and allowed me to bring a more real and authentic side of me in front of the camera.”
Chloe Grace Moretz
“And here I am. Another SK-II Shoot – almost four years after the first ad. In these four years, I’ve grown so much. I’ve found authenticity in my own life. And I think I’ve really broken through myself of not being afraid of the repercussions of my authenticity, of my voice. I definitely feel like I have my feet on the ground, I know which direction I wanna go in and I’m not afraid of the obstacles that come up in life anymore.”