Retail in Asia


SK-II releases new campaign by Gen Z for the Gen Z

Japanese cosmetic and skincare brand SK-II has released the “PITERA™ & Me” campaign, directed by and starring the next generation of Gen Z celebrity ambassadors: MINA from K-POP group TWICE, Japanese actress and model Ayaka Miyoshi, Chinese actress and movie star Zhang Zi Feng, and  Chinese singer-songwriter Leah Dou. 

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Filmed 24/7 in a vacation house, the ambassadors go completely bare skinned and get up close and personal. “PITERA™ & Me” is SK-II’s latest collection of stories about its signature PITERA™ Essence. 

“My goal this year is to spend more meaningful time, take care of myself and do something fun every day. I’ve been very busy since I debuted and I think it’s time to rediscover myself, skin care included. With PITERA™ Essence, I want to start a new skincare routine,” said MINA.

“I like SK-II for having their own attitudes and philosophy. Ever since I started paying attention to my skin care, I have been using PITERA™ Essence. It’s been four years since I started using PITERA™ Essence, and I don’t need to worry about my skin anymore,” commented Leah Dou.

“It is cool how SK-II brings me this authenticity of being just myself and I love it. SK-II Facial Treatment Essence has become an important part of my life now and I am very satisfied with my crystal clear skin that it brought me,” added Zhang Zi Feng.

In recent years, SK-II has launched several campaigns featuring its signature PITERA Essence starting with authentic celebrity testimonials in its early days to bold challenges with “Face the Wild, Face the Camera” with National Geographic in 2017 and “Bare Skin Project” with Magnum Photos in 2018. The brand also initiated an industry-first beauty entertainment web-series “Bare Skin Chat” and “PITERA™ Masterclass” in 2019 as well as “My PITERA™ Story” in 2021.

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The first “PITERA™ & Me” trailer film self-directed by MINA was released on 17th March. The other film series will be released in a phased schedule via official SK-II YouTube.