Global prestige skincare brand SK-II opened its first global travel retail flagship store at the Sanya International Duty-Free Shopping Complex in Haitang Bay, Hainan. 
 
SK-II’s first-of-its-kind global travel retail flagship offers a multi-sensory prestige skincare experience, and it takes inspiration from the heritage, innovation, and craftsmanship of its exclusive Pitera ingredient.
 
SK-II’s iconic ingredient Pitera is a naturally derived skincare ingredient crafted from a proprietary yeast fermentation process exclusive to SK-II, one that cannot be created artificially or synthetically.
 
Sue Kyung Lee, President, 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. Consumers are at the heart of all that we do at SK-II. This is a testament to our continued commitment in raising the bar in crafting irresistibly superior experiences for them, especially in travel retail. We want to provide a sanctuary for travelers to immerse 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.”
 
The entrance of the store acts as an art exhibit, “More Youthful as You Age”, a nod to the SK-II longitudinal study from 1999 to 2011 and the founding of its Pitera ingredient. 
 
At the center of the store is a golden sanctuary—the LXP Experience. Guests are transported into the world of SK-II’s skincare series through an interactive art installation developed in partnership with international artist Studio Swine. 
 
Featuring 8 falling drops onto a basin shaped like the LXP cream, this symbolizes Pitera in SK-II’s LXP series. The drops burst upon skin contact, releasing a mist, and regenerating.
 
This multisensory experience also combines a unique scent inspired by Hinoki wood and Sandalwood that pays tribute to SK-II’s origins and an evocative soundscape, making it a truly one-of-a-kind theatrical experience.
 
The product discovery area celebrates the craftsmanship behind SK-II’s Pitera innovations. Gradient-colored spheres of natural material form the foundation of the tester bar and act as 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 is also elevating the skincare counseling experience to a ceremonial level. Luxuriate in SK-II’s new Skin Ceremony with SK-II Skin Experts where customers can be skin pampered.
 
Guests can also look forward to a unique gifting experience inspired by SK-II’s heritage only available at the SK-II global travel retail flagship store.

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