Some secrets are meant to be shared, not kept. This World
PITERA™ Month, global prestige skincare brand SK-II gives you the keys to unlock the untold
stories of well-known PITERA™ lovers’ transformational journey to Crystal Clear Skin* in
its latest campaign, “THE SECRET KEY”.
At the heart of SK-II, PITERA™ is a naturally derived skincare ingredient crafted from a
proprietary yeast fermentation process exclusive to SK-II. PITERA™ Essence is SK-II’s
signature and most awarded best-seller globally. Containing over 90% PITERA™, it is
nicknamed “Miracle Water” by millions of women from around the world for transforming skin to
Crystal Clear Skin*.
Filmed in an authentic, interview style, “THE SECRET KEY” features original short films
starring one of Asia’s biggest names, MINA of global girl group TWICE and the legendary skin
transformation story of Shiho Sasaki, one of the Akita women who participated in SK-II’s first-
an in-the-world longitudinal study from 1999 to 2011 that uncovered discoveries behind skin
aging and PITERA™.
The secret of the woman who sees the future: MINA of global girl group TWICE reveals
how she paved the way for her future as a K-Pop star and Crystal Clear Skin* at a young age
with PITERA™.
The Secret of the woman who turned back time: SK-II Akita study participant Shiho Sasaki
reveals how her skin appears younger-looking ***.
“THE SECRET KEY” films will be premiered at the first-ever “SK-II SECRET KEY HOUSE”
exhibition in Tokyo on July 28TH, 2023. Located in STANDBY, BA-TSU ART GALLERY, the ‘SK-
II SECRET KEY HOUSE’ will hold SK-II’s best-kept secrets which visitors can unlock by
immersing themselves in multi-sensorial impactful artistic installations of PITERA™.
“I started dancing ballet when I was 3 years old. I started using PITERA™ in my early 20s. I was
able to become the person I am today because I didn’t wait.” says MINA “It’s never too
early. It’s never too late. I can’t wait for you to watch this film and embark on your own
transformational journey to Crystal Clear Skin”
“When I joined the Akita Study back in 1999, I felt fortunate to be given this chance of a
lifetime to potentially change my skin’s destiny”. says Sasaki, “After continuously using SK-II
PITERA™, the shooting of the film was the first time that I found out my skin age** and I was
speechless! Now, I want to inspire others to choose their skin destiny and unlock their own
transformation to Crystal Clear Skin, just like I have.”
“THE SECRET KEY” builds on SK-II’s growing collection of stories about its iconic PITERA™
and Facial Treatment Essence. Through the years, SK-II has been on a journey to bring to life
the stories of PITERA™ and transformation to Crystal Clear Skin in new and meaningful ways
for its consumers over generations. This started from authentic celebrity testimonials in its early
days to bold challenges with 2017’s “Face The Wild Face the Camera” with National
Geographic, 2018’s “Bare Skin Project” with Magnum Photos, an industry-first beauty
entertainment web series with 2019’s “Bare Skin Chat” as well as 2022’s “PITERA™ & Me”,
SK-II’s first-ever self-directed film series by its newest Gen Z brand ambassadors. Most
recently, SK-II launched the “Late Night Portraits” – a campaign spotlighting Asia’s most prominent
celebrities putting Facial Treatment Essence to its boldest stress test yet.
“For decades, SK-II’s PITERA™ has transformed the skin of millions of women. Today I’m so
excited for you to unlock the secrets of our PITERA™ lovers’ transformational journeys to
Crystal Clear Skin” shares Sue Kyung Lee, CEO, Global SK-II. “Skin transformation can take
place at any point in your life, and with these films from MINA and Shiho Sasaki, we look
forward to sharing these stories behind the power of PITERA™ with consumers worldwide, to
inspire them to unlock their own transformation with PITERA™, THE SECRET KEY to Crystal
Clear Skin.”
