24 JUNE 2024, KUALA LUMPUR – Global prestige skincare brand SK-II has embarked on a new chapter by launching an innovative concept store in Kuala Lumpur, Malaysia. This unprecedented retail space invites guests to disconnect from the outside world and immerse themselves in the enchanting universe of PITERA™. Here, visitors can uncover the storied origins of SK-II, explore decades of meticulous craftsmanship, groundbreaking skin science discoveries, and revolutionary skincare innovations.
A Skincare Sanctuary Where Heritage Meets Innovation
SK-II’s concept store narrates the legendary tale of its origins. In the 1970s, a team of scientists, driven by a quest to discover a revolutionary skincare ingredient, observed the remarkably soft and youthful hands of sake brewers, in stark contrast to their aged faces. This observation led to the identification of a singular yeast strain out of 350 possibilities, culminating in the creation of PITERA™.
Every aspect of the concept store is thoughtfully designed to reflect the multifaceted world of PITERA™. Utilizing naturally inspired materials, the store artfully tells the intricate stories of SK-II’s heritage and the ongoing miracles of PITERA™.
The product discovery area highlights the craftsmanship behind PITERA™ innovations. Featuring Sugidama-inspired balls, which symbolize the passage of time in the fermentation process, the boutique’s product tester bar is adorned with designs inspired by the patterns arranged in rice by Toji masters. Central to each product collection is an exclusive art piece, crafted by a ceramic artist from Shiga—the birthplace of PITERA™—representing the unique benefits of each iconic SK-II skincare line.
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The store’s ambiance is further enriched by Hinoki wood-inspired patterns and the delicate scent of Japanese cypress, Hinoki wood, and sandalwood, crafted exclusively for SK-II. This immersive skincare sanctuary leaves no detail overlooked.
Omotenashi-Inspired Service Like No Other
Embodying the spirit of omotenashi, or wholehearted hospitality, SK-II has elevated the skincare counseling experience to a ceremonial level. The SK-II Skin Ceremony, a series of skin rituals, epitomizes craftsmanship at every step and reflects SK-II’s commitment to delivering memorable and meaningful moments for each guest.
The grand opening of the SK-II Concept Store on 22 June 2024 featured an exclusive appearance by SK-II’s global celebrity ambassador MINA of TWICE, alongside some of Southeast Asia’s most influential beauty personalities.
“This first-ever SK-II concept store in Kuala Lumpur, Malaysia, marks a momentous milestone for the house of SK-II. Consumers are at the heart of all we do at SK-II, and this is a testament to our commitment to elevating skincare experiences for her and transform,” shared Sue Kyung Lee, President, P&G Global Skin & Personal Care. “More than a retail store, we want to provide a sanctuary for her to switch off from the world and immerse in the miracle world of PITERA™. This is the beginning of a new era to elevate the SK-II shopping experience, and we look forward to sharing it with the rest of the world.”
About SK-II
For more than 40 years, SK-II has touched the lives of millions of women around the world through skin and life transformation. The fascinating story behind SK-II began with a quest to understand why elderly sake brewers had wrinkled faces, but extraordinarily soft and youthful-looking hands. These hands were in constant contact with the sake fermentation process. It took years of research for scientists to isolate SK-II’s iconic ingredient PITERA™, a naturally-derived skincare ingredient crafted from a proprietary yeast fermentation process exclusive to SK-II. Since then, SK-II with PITERA™ has become a special secret shared by celebrities all over the world such as Haruka Ayase, Tangwei, and MINA of global girl group TWICE. F
About PITERA™
Iconic and exclusive to SK-II, PITERA™ is a naturally derived “miracle” skincare ingredient crafted from a proprietary yeast fermentation process that only SK-II owns. Packed with over 50 micro-nutrients – vitamins, amino acids, minerals and organic acids – the unique composition of PITERA™ harnesses the vital force of nature and is one that can’t be achieved artificially or synthetically. PITERA™ resembles skin’s Natural Moisturizing Factors. Skin recognizes and welcomes it, allowing it to be absorbed quickly and deeply1 into your skin delivering all goodness2.
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