Held in Tokyo, Japan, and virtually broadcast to the world, SK-II celebrated World Pitera Day to honour its coveted ingredient.
This is SK-II's first global large-scale event dedicated to the iconic Pitera, the ingredient used its products. 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 – World Pitera Day features an immersive journey that unfolds the miracles of Pitera from its origins to its latest scientific discoveries and innovations like never before.
It also culminates with an unveiling of SK-II's Pitera acid test, the "Late Night Portraits" campaign. This campaign features a series of stunning bare-skinned photographs starring SK-II's beloved brand ambassadors courageously captured at the end of their days.
Inspired by SK-II's Pitera 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" shows the power of Pitera in stabilising her skin's daily fluctuations.
