A creative take on testimonials, My Pitera Story is a docu-series that shares the "before and after" of four SK-II brand ambassadors -- Tang Wei, Ayase Haruka, NiNi and Chloë Grace Moretz.
The four beauties open up about how their skin and lives have changed since their first bottle of Pitera Essence. They were asked to do a remake of their first SK-II skincare campaign.
"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," said Tang Wei, whose ties with SK-II began in 2010.
"10 years. It's been 10 years with SK-II and Pitera Essence has always been there for me. Since the beginning till this day, Pitera Essence is my Miracle Water," added the Chinese actress. "I think the first step of loving yourself starts with good skin. When you learn to love your skin, you learn to love yourself."
Japanese actress Ayase Haruka also joined the SK-II family in 2010, when she was 25 years old.
"It's been more than 10 years since I've been using Pitera Essence so its like part of my life," she said. "Looking back at my very first campaign, I did 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."
SK-II's brand ambassador since 2013, Chinese actress NiNi defines Pitera Essence as her skin's best friend.
"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," she said
Chloë Grace Moretz's first campaign for SK-II, the Bare Skin Project released in 2018 encouraged women to feel beautiful and confident without wearing make-up.
"My first Pitera Essence bottle gave me the courage to go bare skin in such a public way. Lately, my life has got really busy with filming. And that busyness hasn't exactly been kind to my skin," she said. "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."
Since December 1980, SK-II has been offering skincare products powered by Pitera, a naturally-derived liquid from a proprietary fermentation process of a unique yeast strain.
Pitera Essence also called Facial Treatment Essence contains over 90% of the signature ingredient, whose research and development was inspired by observations of how Japanese sake brewers had soft and youthful hands compared to their wrinkled faces.
Over the years, SK-II has retold the Pitera stories in new and meaningful ways for its consumers over generations.
The skincare brand partnered with National Geographic for the "Face The Wild Face The Camera" campaign in 2017.
A sequel to the Bare Skin Project, the Bare Skin Chat in 2019 was an industry-first beauty entertainment web-series, which included an encounter between hilarious TV host James Corden and Moretz in the bathroom.
"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," said GaYoon Jung, senior brand director of Global SK-II.
"The one thing 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."
The My Pitera Story docu-series takes it to the next level, added Jung, by getting up close and personal with SK-II celebrity brand ambassadors in intimate and authentic conversations about their life and skin.
