SK-II captures courage of celebrity ambassadors with bare-skinned shoot

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SK-II's new campaign features a series of bare-skinned photographs of its brand ambassadors. Titled "Late Night Portraits", the campaign is touted to be the brand's boldest stress-test, which involves Korean girl group TWICE's Mina, Japanese actress Ayaka Miyoshi, Japanese comedian Naomi Watanabe, and Japanese actress Kaori Momoi "courageously captured at their worst moment". As part of the campaign, these celebrities had their skin prepped with only the PITERA ingredient for the shoot, and were photographed bare-skinned.

This new campaign is done in celebration of the brand's exclusive skincare ingredient, PITERA, and the first-ever SK-II World PITERA Day. According to the brand, this is a global event dedicated to PITERA. SKI-II explained that the "Late Night Portraits" campaign was inspired by the brand's PITERA 24/7 Skin Fluctuation Study on the skin on young women, which uncovered how women's skin condition fluctuates greatly within a day. In addition, the study also discovered that women's skin condition is the worst at night. As such, "Late Night Portraits" seeks to demonstrate the power of the PITERA ingredient in stabilising the skin's daily fluctuations, even at night.

The "Late Night Portraits" campaign adds on the growing collection of campaign and efforts by SK-II to raise greater awareness of its PITERA skincare ingredients and PITERA Essence product. The other campaigns range from celebrity testimonials to other challenges such as 2017’s “Face The Wild Face the Camera” with National Geographic; 2018’s “Bare Skin Project” with Magnum Photos, a beauty entertainment web-series with 2019’s “Bare Skin Chat” and “PITERA Masterclass”; a skincare campaign remake with 2021’s “My Pitera Story”; as well as 2022’s “PITERA & Me”, SK-II’s first-ever self-directed film series by its newest Gen Z brand ambassadors.

Sue Kyung Lee, CEO, global SK-II, explained that its latest SKI-II "Late Night Portraits" campaign is underpinned by the brand's desire to solve one of the greatest skin frustrations and problems of its consumers, young women.

“Based on our latest breakthrough study about the phenomenon of daily skin fluctuations in young women and the discovery of how she can look up to almost 10 years older within a day, we embarked on this bold stress-test to uncover the condition of PITERA-powered skin in her worst moment. Inspired by our celebrity ambassadors’ courage in stepping up to do a bare skinned photoshoot late at night, I did my own 'Late Night Portrait' during World PITERA Day," she added.

Meanwhile, SK-II's World PITERA Day was held in Tokyo and virtually broadcasted to the world. Exclusively attended by the brand's celebrity ambassadors including Ayase, Mina, Miyoshi and Watanabe, among others, World PITERA Day featured an immersive journey that sought to showcase the journey of its PITERA product from its origins, to its latest scientific discoveries and innovations.

skii pitera event

The event started off with a retelling of PITERA's origin story, and allowed visitors to view the first ever bottle of PITERA Essence made. In addition, they could take a virtual trip to visit the Shiga Plant in Japan, where PITERA is crafted. SK-II also held an exclusive showcase of the PITERA 24/7 Skin Fluctuation Study during the event.

skii pitera event 2

Other features boasted at the event included a contactless skin analysis tool, the Mini Magic Scan, to unlock visitors' skin age, health and beauty, before receiving personalised PITERA regimen.

skii pitera event 3

Separately, SK-II also launched other campaigns which revolve around women and the problems they face. For instance, in March 2021, SK-II launched its SK-II STUDIO, the first-ever P&G owned film studio division and content hub, dedicated to tackling social pressures impacting women today through film and storytelling. The brand directed more of its content towards driving conversations with a bigger purpose around social pressures impacting women.

The content studio launched a series of eight films that year to inspire the world that destiny is not a matter of choice but a matter of chance. The inaugural film, The Center Lane, is created with award-winning Japanese film director Hirokazu Kore-eda and features swimmer Ikee Rikako’s return to competitive swimming, and explores how destiny is not a matter of chance but a matter of choice.

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