The Christmas countdown begins today at SK-II, with the launch of the HyperFestive Limited Edition Pitera Essence, whose bottles are dressed in neon red or green.
SK-II encourages women to be unapologetically proud of who they are. The vibrant hues were chosen to celebrate self-expression and the neon glow alludes to how each woman can shine in her own way. The campaign messages are to "Find Your Festive Glow" and "Glow Up" conveyed in the packaging.
Leading the campaign to celebrate the power to glow are SK-II's brand ambassadors Mina of K-pop girl group Twice and Chinese singer-songwriter Leah Dou, who express their originality inspired by the SK-II HyperFestive Pitera Essence bottles.
Also known as Facial Treatment Essence, it contains over 90% Pitera -- a naturally derived ingredient crafted from a proprietary yeast fermentation process that is exclusive to SK-II.
In the 1970s, SK-II scientists by chance observed the wrinkled faces of senior sake brewers and their contrasting soft youthful hands. The presumption was that the secret to the smooth hands must lie in the yeast that the brewers' hands were in constant contact with during the sake fermentation process.
Following an exhaustive research involving over 350 yeast strains, a single yeast strain was isolated for a strictly controlled natural fermentation process that gives a clear liquid named Pitera.
Packed with over 50 micro-nutrients -- vitamins, amino acids, minerals and organic acids -- Pitera resembles skin's Natural Moisturizing Factors. Because the skin recognises it, the signature ingredient is absorbed to deliver the nutrients that work together to transform the skin for a crystal-clear complexion.
Since its launch in December 1980, Pitera Essence nicknamed "Miracle Water" remains essentially unchanged for over 40 years. Pitera is also incorporated into all of SK-II products such as GenOptics Aura Essence, Skinpower Airy Milky Lotion and LXP Ultimate Perfecting Cream.
