SK-II unveils the Pitera & Me campaign, its first-ever self-directed film series that captures the PITERA™ Essence through the eyes of its newest next generation brand ambassadors.

The campaign features a lineup that includes Mina, a member of K-pop girl group Twice, Ayaka Miyoshi, a Japanese actress and model, Zhang Zi Feng an award-winning Chinese movie star and Leah Dou, a multi-talented Chinese singer-songwriter. 

Filmed 24/7 at a vacation house, the Pitera & Me campaign delivers raw and intimate elements that allow the viewers to discover a new side of the SK-II’s newest Gen-Z celebrity brand ambassadors. As they’re on a self-care break with PITERA™ Essence, they open up about their true selves by answering fans’ questions and go completely bare skin. 

According to Twice’s Mina, “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. 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,” said Leah Dou.

Zhang Zi Feng stated that “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.” 

Pitera & Me is the latest compilation of stories on its iconic product, PITERA™ Essence. Over the years, SK-II has embarked on a journey to decode pop culture by highlighting the stories of PITERA™ and transformation to Crystal Clear Skin in a new light.  

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