Made by Gen Z for Gen Z: SK-II unveils powerful 'Pitera & Me' campaign - The Moodie ...

Made by Gen Z for Gen Z: SK-II unveils powerful
‘Pitera & Me’ campaign

Real, unscripted and raw: The campaign stars four next-generation ambassadors in a series of self-directed films durin
self-care break with Pitera Essence

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Global prestige skincare brand SK-II has unveiled the ‘Pitera & Me’ campaign, starring what it dubbed the next
generation of Gen Z celebrity ambassadors.

Pitera & Me is the brand’s first-ever self-directed film series. It stars a roster of young ambassadors which
includes K-Pop artist and ‘Twice’ member Mina; Japanese actress and model Ayaka Miyoshi; Chinese actress
Zhang Zi Feng; and Chinese singer-songwriter Leah Dou.

The ambassadors go on a self-break journey in an unscripted 24/7 reality series with SK-II Pitera Essence.

The series gives a raw and unfiltered look at the ambassadors as they reconnect with their hobbies and look back
on their first experience with SK-II Pitera Essence.

The ambassadors also answer skincare questions from fans. The first ‘Pitera & Me’ Trailer (below), which was
self-directed by Mina, was officially unveiled on SK-II’s official YouTube channel today, with other films to be
released soon.

The campaign highlights Pitera’s pop-culture journey through the years and SK-II’s willingness to break the
mould of traditional marketing strategies.

The best-selling serum started with authentic celebrity testimonials and evolved to feature disruptive, industry-
first campaigns such as the ‘Face the Wild, Face the Camera’ project with National Geographic; the ‘Bare Skin
Project’ partnership with Magnum Photos in 2018; and most recently the ‘My Pitera Story’ campaign.

Mina commented: “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.”

“I like SK-II for having their own attitudes and philosophy,” added Leah Dou. “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.”

Chinese singer/songwriter Leah Dou is the daughter of two of China’s most popular musicians, Faye Wong and Dou We

Japanese actress and model Ayaka Miyoshi is
known for her films ‘Dance With Me’ and
‘Confessions’

Zhang Zi Feng added, “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 the important part of my life now and I am very satisfied with my crystal
clear skin that it brought me,”

SK-II has never shied away from disruptive, thought-provoking campaigns and in March 2021, the company
unveiled SK-II Studio, its first film studio division and content hub.

The concept was inspired by SK-II’s purpose #CHANGEDESTINY as the world begins to emerge from the
unprecedented times caused by the global pandemic.

SK-II Studio is dedicated to tackling social pressures impacting women today through the power of film and
storytelling. Since its launch, SK-II Studio has released several inspiring films such as ‘The Center Lane’
 starring champion Japanese swimmer Ikee Rikako, and the ‘VS’ Series, which starred a powerful roster of
female Olympic athletes.

Chinese actress Zhang Zi Feng is regarded as one of the best young actors in China today

SK-II Studio’s latest film, ‘Beyond the Stadium’ shone the light on a community that has been highly impacted
by the pandemic – women-owned small businesses and entrepreneurs in Tokyo.

SK-II also partnered with leading travel retailer China Duty Free Group to host a pioneering ‘Social Retail’ pop-
up store at the CDF Mall in Hainan. The project was the focus of a special Spotlight Series eZine by The
Moodie Davitt Report (see below).

SK-II’s Pitera Essence is its best-selling product. It boasts an unchanged formula which contains over 90%
Pitera, SK-II’s naturally-derived ingredient which is developed using a proprietary fermentation process from a
unique yeast strain. The Pitera Essence has been dubbed as ‘Miracle Water’ in Asia, while the Facial Treatment
Essence has helped millions of women achieve crystal clear skin.

Click on the YouTube Link above to watch Pitera & Me by Mina

Click here to view our Spotlight Series eZine dedicated to SK-II’s pioneering ‘Social Retail’ pop-up store in
association with China Duty Free Group in Hainan last May