For more than 40 years, SK-II has touched the lives of millions of women around the world. With Japan recovering from COVID and retail destinations starting to open, our brief was to make this moment a success as the crowds surged back.

Consumers of ‘luxury skin care’ like to get advised by experts and have a unique experience before buying products. With footfalls starting to return to normal and the opportunity for businesses getting back on track, many brands were responding by discounting.

SK-II took a different tack and instead saw this moment as an opportunity always-on consumer engagement platform.

Our brief was to create that platform in a way that would drive meaningful engagements and interest amongst consumers and bring them to the SK-II counters, without having to offer a discount.

We created World PITERA™ day a unique platform that would allow our brand ambassadors and consumers to have an end-to-end, personal brand experience.

The platform would celebrate the power of SK-II’s PITERA™ by capturing the evolution of PIETRA.

The key feature of World PITERA™ day was the SK-II, Mini Magic scan .An industry-first skin advice experience, powered by the latest technology, including state-of-the-art facial recognition and AI technology, all backed up by SK-II’s proprietary skin science research and diagnostics innovation.

The instore experience of SK-II Mini Magic Scan allowed consumers to discover their skin beauty, understand their skin strengths unlock their skin age, see their skin’s future potential and receive personalized product recommendations in just five minutes.

Celebrity ambassadors along with influencers would be invited to cover ‘World PITERA™ Day’ so that they could share their first-hand experiences of SK-II’s most powerful communications platform yet with the world.

Research showed that our audience valued an ‘innovative skincare shopping’ experience and this was seen as an essential part of SK-II’s luxury appeal.

To keep the ‘innovation shopping experience’ at the heart of the new platform, ‘Mini Magic Scan’ was placed at the centre of our communication, providing personalized skin care counselling in a contact-free environment.

At ‘Mini Magic Scan’ counter consumers could understand their skin strengths and opportunities, unlock their skin age, see their skin’s future potential, and receive personalized product recommendations. All in mere five minutes.

The technology would be unveiled at a unique event on World PITERA™ Day 13th July 2022, Tokyo, with celebrity endorsements and a demonstration of the power of PITERA™ to keep skin at its best.

Images from the event would power a new paid social media campaign designed to reinforce how everyone could benefit from PITERA™.

We launched our platform on World PITERA™ Day on 13 July 2022 , Tokyo with our special event featuring celebrity ambassadors, including actress, model & singer Haruka Ayase, MINA of the global girl group TWICE, actress and model Ayaka Miyoshi, and comedian Naomi Watanabe.

The ambassadors experienced the power of the Mini Magic Scan and the event culminated in a ‘late night portrait’ of our celebrity ambassadors, showcasing the power of PITERA™ and its ability to transform skin in the toughest of environments – late at night.

Beauty and entertainment influencers and executives at key media partners such as Tomomi Itano, Kemio, Akari Yoshida & Kemio were invited to share their SK-II Mini magic scan experience, building coverage of our innovation.

The ‘Late night portrait’ campaign was launched on social and video platforms extending ‘World PITERA™ day’ and showcasing the power of PITERA™ in a real-life situation.

World Pitera Day was a massive event, driving interest in SK-II’s unrivalled skin care expertise. Searches for PITERA™ spiked by 58%, KPI that has been proven to connect to sales for SK-II.

Organic coverage hit record levels with 3.3bn impressions 8 times the SK-II (benchmark) with +more than 1,800 pieces of coverage from top tier media

In Japan, we did particularly well with more than 900 articles including a record 22 TV broadcasts across stations.

The quality of conversation around World Pitera Day was also remarkable with 4.3 million social engagements, (5.7X) SK-II benchmark and 5.4 times category benchmarks, driven by selected expert influencers from the world of beauty and skincare.

Sentiment on World PITERA™ Day was 100% positive, while positive sentiment on SK-II and PITERA™ increased 1.8 times at 66% and 85% respectively vs. pre–World PITERA™ Day.

Brand and product related conversations increased by 298% and 336%.