SK-II is releasing "My Pitera Story," a docu-series featuring four global celebrity brand ambassadors: Tangwei, Nini, Ayase Haruka and Chloe Grace Moretz. The docu-series expands on the original campaign for Pitera Essence.
The ambassadors will share their Pitera stories and open up about how their skin and lives have changed since their first bottle of Pitera Essence.
Pitera Essence is SK-II's signature and most awarded bestseller. With its unchanged formula, it contains over 90% Pitera, SK-II's exclusive and naturally derived ingredient crafted from a proprietary fermentation process of a unique yeast strain.
GaYoon Jung, senior brand director, global, SK-II, said: "At SK-II, we are always looking out for new and interesting ways to connect with our consumers and bring to life our brand story - the story of Pitera and real transformation to crystal clear skin. We constantly experiment with various pop culture codes—entertainment, music, art and even animation to tell these stories. The one thing that does not change as we do this is our commitment to authenticity. This is our core brand value and truth, one that we share with our consumers, especially the millennials and Gen Z. With 'My Pitera Story' our first docu-series about Pitera, we are going one step further with this, getting up close and personal with our celebrity brand ambassadors in intimate and authentic conversations about their life and skin."
Tangwei said: "When I first heard about this project, I asked 'Really? Are we really doing this again?' But I was clear on one thing—this is not a repeat. If it was, I will consider myself a failure. 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. I think the first step of loving yourself starts with good skin. When you learn to love your skin, you learn to love yourself. Pitera Essence has changed my skin and life. It is irreplaceable to me, my one and only."
Haruka said: It's been more than 10 years since I've been using Pitera Essence so it's like part of my life. Each CM I did with SK-II was memorable. It's the type of CM that makes my heart race. Looking back at my very first CM, I do feel a little embarrassed. But being able to completely remake this again makes me truly happy. 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. SK-II is my partner. That is how I feel."
Moretz said: Here I am, almost four years since the first ad for the Bare Skin Project, to share my Pitera story. My first Pitera Essence bottle gave me the courage to go bare skin in such a public way. Lately, my life has gotten really busy with filming. And that busyness hasn't exactly been kind to my skin. But after a few years with Pitera, I am pretty sure my skin will be able to stand up to the close scrutiny and I could pull off this remake."
Nini said: "Doing this remake holds a lot of meaning for me. For over seven years now, Pitera Essence has been a constant to me. It's been my essential travel companion, work companion, giving me confidence that my skin will be at its best no matter the situation l am in. We've gone through a lot together. Pitera Essence is my skin's best friend."