SK-II’s Patent Pitera Has Been Enduring Popularity Since It Came Out

SK-II’s Patent- Pitera Came Out

In 1980, a miracle skin care product which contained 90.7% Pitera was first introduced to the market. SK-II team used the theory of Microbiology (life science, cytology, bacteriology) to extract Pitera from natural yeast. It contains natural amino acids, minerals, organic acids, inorganic acids and other natural ingredients indispensable for healthy skin. It has excellent and special moisturizing functions.

SK-II has been clearly aware of the changing consumer market in China. On June 8th, SK-II launched a brand activity called “Bare Skin Project”. The idea of this activity is simple and clear: “to present the beauty of naked skin without foundation in front of the camera”. In fact, SK-II invited six famous female stars to shoot high-definition advertisements without wearing makeup.

The Successful Marketing of SK-II

Although there are more and more factors that affect the consumers’ decision, the influence of stars on the general public is still obvious, especially in shaping aesthetic concepts. When the stars break the shackles of the original aesthetic and start to pursue a unique aesthetic orientation, the ideas that the brand wants to convey to the consumers will also be transmitted to a wider range of people.

SK-II focuses their marketing strategies on two dimensions: the first one is to keep an eye on social issues, and the second one is to express its ideas in a maverick way. And they succeed on both dimensions. Many brands want to attract the attention of female consumers, but it is not easy in an environment of information explosion. Standing with the consumers with a unique attitude may be SK-II’s key to success after long-term exploration, which is also the key reason why we analyze SK-II’s marketing events today.