Some secrets are meant to be shared, not kept. This World PITERA™ Month, global prestige skincare brand SK-II gives you the keys to unlock the untold stories of well-known PITERA™ lovers’ transformational journey to Crystal Clear Skin* in its latest 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 Crystal Clear Skin*.
Filmed in an authentic, 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 legendary skin transformation story of Shiho Sasaki, one of the Akita women who participated in SK-II’s first-in-the-world longitudinal study from 1999 to 2011 which uncovered discoveries behind skin aging and PITERA™.
The secret of the woman who sees the future: MINA of global girl group TWICE reveals how she paved the way for her future as a K-Pop star and Crystal Clear Skin* at a young age with PITERA™. View MINA’s Secret Key Film.
The secret of the unstoppable woman: Actress Qiu Tian shares on how using PITERA™ every day since her university days has been transformational for her skin** and life.
The secret of the woman who turned back time: SK-II Akita study participant Shiho Sasaki reveals how her skin appears younger looking***.
“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.
