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