SK-II targets Gen Z with vlog-style series

18-Mar-2022

The P&G-owned Japanese luxury skin care is promoting its popular Pitera essence in the new marketing push


SK-II, the Japanese luxury skin care brand, has unveiled a new marketing campaign to win over Gen Z consumers.

The 'Pitera & Me' advertising YouTube series is a vlog-style format starring new brand ambassadors K-pop star Mina, Chinese actress Zhang Zi Feng, Chinese singer-songwriter Leah Dou and Japanese model Ayaka Miyoshi.

Each episode sees a celebrity spokesperson answering skin care questions.

The P&G-owned brand videos are said to be unscripted and self-directed.

The four-strong line-up join global ambassadors Chloe Grace Moretz, Simone Biles, Tangwei, Ni Ni, Chun Xia, Haruka Ayase and Kasumi Arimura and Naomi Watanabe.

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SK-II regularly experiments with marketing genres and launched a Singapore-based film studio in 2021 to create adverts 'dedicated to female empowerment'.

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