Bangkok--6 Jan--ARC Worldwide
SK-II UNVEILS THE WAY TO LIVE CLEARNew Regimen and Global Cause Programme Guided by Refreshed Brand Purpose to Bring a Crystal Clear Life to Women around the World
30-year old iconic brand SK-II today announced a ground-breaking move that will set the tone for its future. A mere nine months after its milestone 30th anniversary in January where its celebrity ambassadors gathered on one stage for the first time to toast the brand’s heritage, SK-II has once again created another historical milestone.
Today, it announced a sharpened brand philosophy: Live Clear — bringing together a new way of skin and life, which stems from a deep-rooted belief in the transformative power of beauty.
In tandem with this philosophy of “Live Clear”, SK-II unveiled a new regimen to transform women’s skin, and a global cause programme on the water crisis to help women transform the lives of communities in need across Asia.
Over 200 international media and guests gathered in Beijing to witness the beginning of this new chapter of SK-II’s vision to Live Clear.
The SK-II Way to Live Clear
The two-day programme kicked off with a press briefing where Joanne Crewes, Vice President and General Manager, Global SK-II, unveiled the SK-II way to Live Clear.
“Today, through the compelling stories of our ambassadors, we unveil a new era for SK-II: the era of “Live Clear”. As skin changes, feelings change and ultimately, life changes. We want to help women — firstly, through the seemingly little skin transformations — to effect a much more powerful change in their lives and the lives of those they touch. We want to help women achieve a life filled with optimism and clarity,” said Ms Crewes.
Academy Award-winning actress and SK-II global ambassador Cate Blanchett brought this philosophy of ‘Live Clear’ to life through her testimonial of her personal journey of skin and life transformation.
The spotlight was also on a new global cause which aims to transform the lives of women in Asia through the miracle of clear, safe water.
Providing the context for this new programme were international researcher Dr Steve Luby, known for his contributions to water research, and Dr Greg Allgood, Director, Children’s Safe Drinking Water Program, who shared their perspective on the global water crisis and the hard-hitting impact on women in particular.
Guided by SK-II’s sharpened focus on bringing clarity to women’s skin and lives, and a commitment to help women Live Clear, the SK-II Clear for Life project is dedicated to connecting women in need across Asia to a source of clear drinking water, so that they in turn can help empower their communities. For its inaugural year, the SK-II Clear for Life project has pledged a donation of 30 million litres of clear, purified drinking water in aid of communities most in need.
Through a partnership with Procter & Gamble’s Children’s Safe Drinking Water Program and a network of organisations across Asia, the programme will bring clear, purified water to communities most in need. The programme leverages PUR packets, a sachet of powdered mixture that acts as a ‘dirt magnet’ when it is mixed in water, to provide clear, purified drinking water to those in need.
“The goal of all our cause efforts is to bring the transformative power of a crystal clear life, one filled with hope, harmony and optimism, to the lives of our loyal users, celebrities and the communities we serve,” said Ms Crewes.
The Way of Skin through Pitera?
Central to the journey to a crystal clear life is crystal clear skin and in tandem with this, SK-II ushered in the new era of “Live Clear” with a brand new regimen inspired by or the “way or do of skin”. Inspired by Asian rituals or “do’s”, SK-II scientists developed this new concept based on the power of PiteraTM, with a new line-up of PiteraTM-based regimen items.
Editors from across the globe were immersed in the way of skin through PiteraTM at an exclusive workshop held at the J&E Mansion, a boutique hotel known for its Oriental architecture.
The program opened with an immersive session on kodo, or the way of incense. The experience of this ancient Japanese ritual paved the way for a presentation on the Asian philosophy of do by renowned Chinese sociologist Yu Dan.
Guests were next introduced to SK-II’s new approach to skin and its origins rooted in do, and the science behind the new PiteraTM-based regimen by leading dermatologist Professor Akira Kawada, Professor & Chairman, Department of Dermatology, Kinki University Faculty of Medicine, and SK-II’s scientific experts.
Guests also experienced the do of Pitera? through a live demonstration by celebrity make-up artist Kevin Zhou and underwent personalized skin consultations to discover the way to crystal clear skin.
Celebrating a Future Filled with Transformative Miracles
Closing the two-day program was a gala dinner that heralded the beginning of a future filled with endless possibilities and transformative miracles.
P&G Global Prestige President, Patrice Louvet, set the tone for the evening as he traced the evolution of the SK-II story from the transformation of skin, to life and to the world. Guests also heard from Cate Blanchett what it means to Live Clear, and learnt more about the inspiration for Parisian fashion house Rochas in bringing about a miracle transformation of SK-II’s beauty consultants.
A unique water art performance paid tribute to the precious, life-giving miracle of water and signaled the transformation of the world through the SK-II Clear for Life project.
The dinner ended on an inspirational note, with SK-II celebrity ambassadors joining the SK-II team to pledge their commitment to the world water issue.