SK-II
Exclusive: SK-II unveils first global travel retail flagship store with CDFG as a must-visit Hainan destination
Join us on an experiential journey as the worlds of skincare, art and craftsmanship converge in what P&G Skin Care President Sue Kyung Lee describes as “a never-seen-before kind of experience”.
Global prestige skincare brand SK-II is celebrating the successful unveiling of its first global travel retail flagship store, located at Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan.
SK-II described the first-of-its kind store, which was inaugurated on 26 September in partnership with China Duty Free Group, as “a must-visit destination in and of itself”.
The centre of the store features a ‘golden sanctuary’ – the LXP Experience – where guests are transported into the world of SK-II’s new and most luxurious and crafted skincare series through an interactive art installation developed in partnership with international artist Studio Swine
Speaking exclusively to The Moodie Davitt Report during the recent TFWA World Exhibition in Cannes, P&G Skin Care President Sue Kyung Lee said: “Consumers are still travelling, but they are looking for something else, beyond shopping.
“In that regard, the first thing I really wanted to create is a destination in itself. So when she plans to travel, we want her to visit Haitang Bay and immerse herself in SK-II in a never-seen-before kind of experience.”
P&G Skin Care President Sue Kyung Lee pictured with The Moodie Davitt Report Founder & Chairman Martin Moodie during the TFWA World Exhibition in Cannes this month. Look out for our exclusive interview coming soon.
The multi-sensory prestige skincare experience takes inspiration from the heritage, innovation and craftsmanship of SK-II’s renowned and exclusive PITERA component (see sidebar below).
The worlds of skincare, art and craftsmanship converge in the global travel retail flagship as SK-II reimagines PITERA and the related rituals in the fermentation process that inspired its discovery.
“It’s all about content, storytelling, experience and the multi-dimensional experience that triggers her, not only visually but also through other senses,” Lee says of SK-II’s philosophy.
The centre of the store features a ‘golden sanctuary’ – the LXP Experience. Guests are transported into the world of SK-II’s new and most luxurious and crafted skincare series through an interactive art installation developed in partnership with international artist Studio Swine.
The LXP Experience immerses consumers into a deeply experiential ‘golden sanctuary’
Featuring eight falling drops onto a basin shaped like the LXP Craftsmanship Cream, this curated work symbolises 8x PITERA power from Highest Concentrated PITERA in SK-II’s LXP Craftsmanship series.
The drops burst upon skin contact, releasing a mist and continuously regenerating. This multisensory experience combines a unique scent inspired by Hinoki wood and Sandalwood that pays tribute to SKII’s origins with an evocative soundscape, creating a one-of-a-kind theatrical experience.
Every detail in the flagship store has been designed to bring to life different facets of the PITERA world.
Click to open The Moodie Davitt Magazine which tells the enthralling story of the new SK-II LXP series
The product discovery area, for example, celebrates the craftsmanship behind SK-II’s PITERA innovations. Gradient coloured spheres of natural material form the foundation of the tester bar, a symbolic reflection of the passing of time in fermentation.
Guests can also appreciate specially commissioned PITERA-inspired glass crystal art pieces by international artist Flavie Audi as they browse for SK-II products.
Even the store walls are created with a special artisanal plaster technique inspired by SK-II’s heritage.
SK-II has also elevated the skincare counselling experience to a ceremonial level. Guests can luxuriate in SK-II’s new Skin Ceremony with SK-II Skin Experts where their skin is pampered with the reverence, mastery and care SK-II believes consumers deserve.
Before they depart, consumers can also enjoy a unique gifting experience inspired by SK-II’s heritage and only available at the SK-II global travel retail flagship store.
Visitors embark on an in-store voyage of discovery
The launch of the store has been anchored through the unveiling of the Act of Craftsmanship – a LXP mega event experience from now till 29 October at Sanya International Duty Free Shopping Complex Global Beauty Plaza in Haitang Bay, Hainan, China.
Lisi Danni showcases the SK-II Act of Craftsmanship and the new SK-II LXP Craftmanship series
Visitors can explore the intricate parallels between the time-honoured art of ceramic restoration – known as Kintsugi – and SK-II’s new LXP Craftsmanship series. They experience the artistry first-hand through an interactive showcase that illustrates SK-II’s dedication to its ingredients, science, packaging and sustainability.
Those who visit can get up close with a skilled craftsman who restores ceramic with lacquer and gold to achieve unique works of art, each designed to be more beautiful than what came before.
Bathed by the soothing sounds of the craftsmanship process, visitors are invited to witness what was once imperfect being transformed into ‘beauty beyond compare’ – a powerful and symbolic reflection of SK-II’s most crafted, exclusive and luxurious skincare series to date, transforming skin to become more beautiful than it was before. Skin that is strongly interconnected, set on a forward, radiant, firm, and plump trajectory. As SK-II says, for ‘Beauty beyond plateau’.
SK-II has elevated its skincare counselling experience to a ceremonial level
Attendees can also experience the intricately curated five-step LXP skin ceremony, thus crafting their own beauty through personalised consultation with SK-II skin experts.
The gifting experience is inspired by SK-II’s heritage
On 30 September, the Act of Craftsmanship launch ceremony was held at the venue, featuring friends of SK-II and representatives Lisi Danni, Lin Yun (Jelly Lin), China Duty Free Group (CDFG) Deputy General Manager Teresa Bai and other partners from CDFG.
“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,” said Sue Kyung Lee.
Lin Yun (Jelly Lin) enjoys the LXP Experience
“Consumers are at the heart of all that we do at SK-II. This is a testament to our continued commitment to raising the bar in crafting irresistibly superior experiences for them, especially in travel retail. We want to provide a sanctuary for travellers to immerse themselves in the world of SK-II, PITERA and learn about their skin with our Skin Experts.
“Marking yet another first for SK-II, we are also thrilled to launch the Act of Craftsmanship Experience in Sanya, Hainan. Another first for SK-II and LXP in this era of new retail skincare experiences for us,” Lee concluded.
PITERA: A scientific quest turned skincare icon
SK-II’s renowned ingredient PITERA is a naturally derived skincare ingredient crafted from a proprietary yeast fermentation process exclusive to the skincare house, one that cannot be created artificially or synthetically.
The fascinating story behind SK-II began in the 1970s when a team of scientists began a fervent quest to uncover a revolutionary ingredient that would make beautiful skin a reality.
After a chance encounter in a sake brewery, they observed that the fermentation process made the hands of aged sake brewers feel extraordinarily soft and youthful.
It took years of research for scientists to subsequently isolate SK-II’s iconic ingredient PITERA, which is now at the heart of all SK-II products.
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The Moodie Davitt eZine
Issue 340 | XX November 2024
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