SK-II is tapping into the power of art, in a new campaign to promote its skincare ingredient - Pitera.
The campaign, created by Great Guns, aims to marry art and product in a skincare exhibition in Shanghai. The exhibition will showcase interpretive dance, illustration, sculpture, and photography in a bid to tell the story of the origin of Pitera.
The 'Power of Pitera' campaign will also be activated in-store, with a manga-inspired store design at SK-II’s flagship outlet in Tokyo.
In addition, SK-II has commissioned the illustrator, Ram Han, who has created a 40ft animation dreamscape entitled 'Pitera is Legendary'
Inspired by SK-II’s heritage story and the discovery of Pitera, it takes the viewer on a journey through the dreamscape by sound and vision, cumulating with the reveal of the SK-II facial treatment essence.
“A legendary product and a visionary client came together with a group of world-class artists to re-imagine the story of Pitera. It’s been a crazy year shepherding this outstanding group of creative superstars to get to the launch at Columbia Circle in Shanghai,” said Laura Gregory, chief executive of Great Guns.
“SK-II ambassador Tang Wei and Opening Ceremony’s co-founder Carol Lim were there with the SKII team cutting the tape to launch the resulting popup. Take my word, it’s a spectacular experience.”