SK-II REIMAGINES ITS HERITAGE WITH NEW IMMERSIVE CONCEPT STORE

Global prestige skincare brand SK-II celebrates a new era of PITERA(TM) experience through a reimagined retail experience by paying homage to its heritage in the brand's first-of-its-kind concept store in Kuala Lumpur, Malaysia.

The SK-II retail experience is reimagined for guests to switch off from the world and immerse in the miracle world of PITERA(TM) as they uncover the stories behind the house of SK-II - from the fabled origin story of SK-II to the decades of craftsmanship, skin science discoveries and skincare innovations.

SKINCARE SANCTUARY WHERE HERITAGE MEETS INNOVATION

SK-II's concept store tells the legendary story of SK-II's origins: It all started with in the 1970s when a team of scientists began a fervent quest to uncover a revolutionary ingredient that would make beautiful skin a reality. Researching a myriad of possibilities, the group of scientists observed extraordinarily soft and youthful hands of sake brewers contrasting their aged and wrinkled faces. After years of research the scientists discovered the one single yeast strain within 350 yeasts existing at the time. They isolated the one single yeast strain that held the secret to Crystal Clear Skin - and PITERA(TM)? was born.

Every detail in the concept store has gone through meticulous deliberation to bring to life the different facets of the world of PITERA(TM)?. Each element in the store is carefully crafted from naturally inspired materials and artfully designed to tell the intricate stories of SK-II's heritage and the miracles of PITERA(TM)? that continue to unfold today.

The product discovery area celebrates the craftsmanship behind SK-II's PITERA(TM)? innovations. Sugidama¹-inspired balls form the foundation of the boutique's product tester bar, a nod to the significance of time in the craftsmanship of PITERA(TM)?, while the designs on its surface are inspired by the unique patterns arranged in rice by Toji masters. Displayed at the core of each product collection is an exclusive art piece crafted by a ceramic artist from Shiga -the birthplace of PITERA(TM)?, to represent the miracles and unique skin benefits behind each iconic SK-II skincare line.

From the Hinoki² wood-inspired patterns to the delicate scent of a blend of Japanese cypress, Hinoki wood and sandalwood crafted exclusively for the SK-II concept store, no detail was overlooked in the creation of this immersive skincare sanctuary.

OMOTENASHI-INSPIRED SERVICE LIKE NO OTHER
Inspired by the spirit of omotenashi, or 'wholehearted hospitality', SK-II is elevating the skincare counselling experience to a ceremonial level. For the first time ever, luxuriate in the SK-II Skin Ceremony with our SK-II skin experts where your skin is pampered with the reverence, mastery and care it deserves.

The SK-II Skin Ceremony is a series of skin rituals that embodies craftmanship in every step and reflects the unparalleled SK-II omotenashi-inspired service that delivers memorable and meaningful moments for every guest.

The grand opening of the SK-II Concept Store on 22 June 2024 was joined by some of Southeast Asia's biggest names in beauty, featuring an exclusive appearance from SK-II's global celebrity ambassador MINA of global girl group TWICE.

"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(TM). 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."

SK-II Concept Store is now open at G-095, Mid Valley Megamall in Kuala Lumpur, Malaysia. Opening hours are from 10am to 10pm, daily.

¹Sugidama balls are made of tips of cedar leaves that turn gradient over time, representing the passing of time in the fermentation process.
²Hinoki wood is long used in Japan for its beauty, durability and delicate natural fragrance that promotes feelings of harmony while reducing anxiety and stress, and often used in sake breweries. The Hinoki-wood patterns are inspired by the craftmanship that goes into making a Japanese barrel.

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