A day of firsts. A day of discovery. A day of miracles. Global prestige
skincare brand SK-II celebrates its iconic and exclusive skincare ingredient—PITERATM with the first-ever SK-II World PITERATM Day.
PITERATM is at the heart of SK-II, a precious gift from nature and beyond. For over 40 years, every single SK-II product is formulated with PITERATM and is the key to millions of skin transformations around the world.
Within stratum corneum
Based on past 12-month FTE sales data worldwide, as of 30-Jun-2021
Held in Tokyo, Japan, and virtually broadcast to the world, World PITERATM Day is SK-II’s very first global large-scale event dedicated to the iconic PITERATM. 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 – and some of the biggest names in beauty across the world, World PITERATM Day features an immersive journey that unfolds the miracles of PITERATM2
from its origins to its latest scientific discoveries and innovations like never before.
Haruka Ayase discovers SK-II’s latest breakthrough PITERATM 24/7 Skin Fluctuation Study Begin your journey by entering the world of PITERATM with an immersive retelling of PITERATM’s fascinating origin story and view the first ever bottle of PITERATM Essence made. Take a virtual trip to visit the one place in the world where PITERATM is crafted, the Shiga Plant in Japan. Marvel at the miracles of PITERATM3 pioneering skin health and beauty as well as skin science discoveries and milestones, including an exclusive first-in-the-world showcase of SK-II’s latest breakthrough PITERATM 24/7 Skin Fluctuation Study based on the skin of young women today.
Japan, Indonesia & Thailand to find alternative articulation for “miracle” i.e. wonders of PITERATM Based on past 12-month FTE sales data worldwide, as of 30-Jun-2021 Haruka Ayase unlocks her skin age with SK-II’s contactless skin analysis tool, the Mini Magic Scan Get up close and personal with SK-II’s groundbreaking PITERATM innovations in Brightening and Early Anti-Aging with the award-winning GenOptics UltraAura Essence and Skinpower. Step into the future of skincare with SK-II’s latest, most advanced contactless skin analysis tool, the Mini Magic Scan, to unlock your skin age, health and beauty and receive your very own personalized PITERATM regimen.
SK-II’s beloved brand ambassadors in SK-II’s boldest PITERATM stress test yet, the “Late Night Portraits” Based on past 12-month FTE sales data worldwide, as of 30-Jun-2021 The day of firsts for PITERATM culminates with an unveiling of SK-II’s boldest PITERATM stress- test yet. SK-II’s “Late Night Portraits” campaign features a series of stunning bare-skinned photographs starring SK-II’s beloved brand ambassadors courageously captured at their worst moments. Inspired by SK-II’s first in the world PITERATM 24/7 Skin Fluctuation Study that uncovers how women’s skin condition fluctuates greatly within a day, even looking almost 10 years older, due to multiple daily stressors, “Late Night Portraits” is testament to the power of SK-II’s PITERATM and PITERATM Essence stabilising her skin’s daily fluctuations. Powered by PITERATM and PITERATM Essence as her skincare essential, her skin is transformed to Crystal Clear Skin3 even when it’s meant to be her worst moment.
“PITERATM is a precious gift from nature and beyond. For over 40 years, it has changed the destiny of millions of women, and we are delighted to open our doors to its full story for the first time with World PITERATM Day,” shared Sue Kyung Lee, CEO, Global SK-II. “PITERATM has remained unchanged but the miracles of its scientific discoveries and innovations continue to unfold. Through SK-II’s partnerships with the world’s top scientists and dermatologists on extensive research studies, we have never stopped uncovering new PITERATM secrets and its ability to transform skin to Crystal Clear Skin. World PITERATM Day is a recognition and celebration of the miracles that PITERATM has brought and will continue bringing to the world.”