Marcel launches convention-breaking campaign for the beauty brand
After learning all the beauty secrets and miracle benefits of SK-II best-seller product - Facial Treatment Essence - from Chloe Grace Moretz and Kasumi Arimura, it’s time for James Corden and Naomi Watanabe to go on another journey.
Once again breaking the beauty industry codes, prestige skincare brand SK-II is releasing its new campaign, the Pitera Masterclass.
The key to Bare Skin Chat's webseries success lies in the combination of convention breaks: James Corden and Naomi Watanabe, SK-II's new and unexpected ambassadors, the fun and easy-going tonality, and the place. The most private and intimate place to go for an interview - a girl’s bathroom.
Breaking the beauty industry conventions is also about revealing to the world the secrets of a unique product and ingredient, the Pitera Essence.
Facial treatment Essence is made of 99% of the exclusive ingredient of Pitera. the campaign’s objective is to explain the origin, the benefits and effects of such a miraculous ingredient.
After being amazed by Pitera benefits in Bare Skin Chat, it was only a matter of time before James and Naomi dive into the origins of the miracle ingredient of SK-II. Brand ambassadors are now travelling where the miracle was born, to discover its mystery properties - to Japan.
They will learn everything about Pitera at the SK-II sake brewery and SK-II research laboratory.
The campaign will be composed of nine episodes, covering all classes taken by the brand's celebrities - the history class, the science class, the beauty class, and even a music class !
They’ll be joined along the way by Tang Wei, SK-II Chinese ambassador for more than 10 years now, who will share her beauty secrets and model tips with James Corden, to complete his training.
And because only a legend can talk about another legend, James Corden, Naomi Watanabe and Tang Wei will attend the most incredible music lesson with... John Legend.
Created and orchestrated by Marcel (Publicis Groupe) and directed by Fulwell 73, the Pitera Masterclass campaign will be launched in 10 countries across Asia and USA on SK-II's Youtube channels, where new episodes will be released every week, beginning on June 24th, after the release of the trailer on June 19th.