Japanese luxury skin care brand SK-II has launched what is a first of its kind for the brand, a travel retail store.
The new flagship store is located at the Sanya International Duty Free Shopping Complex in Haitang Bay, China.
The P&G-owned brand said the outlet will incorporate a multisensory prestige skin care experience that pays homage to the heritage of its hero ingredient pitera.
According to SK-II, the signature ingredient was discovered in the 1970s and is derived from a proprietary yeast fermentation, which can not be replicated artificially or synthetically.
Researchers found the component in a sake brewery and discovered that the element made the hands of the aged saked brewers feel soft and youthful.
SK-II said the ingredient has been proven to fight the appearance of uneven skin and dark spots.
Travellers visiting the new shop will find an art exhibition inspired by the many skin transformations SK-II claims to have helped women achieve over the years.
The centre of the store named the 'golden sanctuary' is where guests can experience interactive art installations developed by international artist Studio Swine.
The multisensory experience also merges the scent of sandalwood which pays homage to SK-II origins.
Shoppers will also be able to experience a personalised five step skin routine with the help of SK-II skin experts.
Sue Kyung Lee, President of P&G Skin Care, said: “The unveiling of our first global travel retail flagship store in Hainan marks a significant milestone in SK-II.
"More than a retail store we have crafted it to be a must-visit destination.
Lee continued, “Consumers are at the heart of all that we do at SK-II.
