07.30.23
Global prestige skincare brand SK-II is providing the keys to unlock the untold stories of well-known Pitera lovers' transformational journey to Crystal Clear Skin in a new campaign, "The Secret Key.”
At the heart of SK-II, Pitera is a naturally derived skincare ingredient crafted from a proprietary yeast fermentation process that is exclusive to SK-II. Pitera Essence is SK-II's signature and most awarded best-seller globally. Containing over 90% Pitera, it is nicknamed "Miracle Water" by millions of women from around the world for transforming skin to so-called “crystal clear skin.”
Filmed in an interview style, "The Secret Key” features three original short films starring one of Asia's biggest names, Mina, of global girl group Twice; up and coming Chinese actress Qiu Tian; and the skin transformation story of Shiho Sasaki, one of the Akita women who participated in SK-II's longitudinal study from 1999 to 2011, which uncovered discoveries behind skin aging and Pitera.
Mina reveals how she paved the way for her future as a K-Pop star and Crystal Clear Skin at a young age with Pitera. Actress Qiu Tian shares how using Pitera every day since her university days has been transformational for her skin. Finally, SK-II Akita study participant Shiho Sasaki reveals how her skin appears younger looking.
"The Secret Key” films will be premiered at the first "SK-II Secret Key House” exhibition in Tokyo on July 28, 2023.
"The Secret Key” builds on SK-II's growing collection of stories about its iconic Pitera and Facial Treatment Essence. Through the years, SK-II has been on a journey to bring to life the stories of Pitera and transformation to crystal clear skin in new and meaningful ways for its consumers over generations. This started from authentic celebrity testimonials in its early days to bold challenges with 2017's "Face The Wild Face the Camera" with National Geographic, 2018's "Bare Skin Project" with Magnum Photos, an industry-first beauty entertainment web-series with 2019's "Bare Skin Chat" as well as 2022's "Pitera & Me", SK-II's first-ever self-directed film series by its newest Gen Z brand ambassadors. Most recently, SK-II launched the "Late Night Portraits" – a campaign spotlighting Asia's biggest celebrities putting Facial Treatment Essence to its boldest stress test yet.
"I started dancing ballet when I was 3 years old. I started using Pitera in my early 20s,” said Mina. “I was able to become the person who I am today because I didn't wait. "It's never too early. It's never too late. I can't wait for you to watch this film and embark on your own transformational journey to crystal clear skin.”