SK-II, one of the great skincare success stories of recent decades, has signed as a Platinum Partner for the forthcoming Moodie Davitt Virtual Travel Retail Expo.
“The Virtual Travel Retail Expo is inspiring the way forward in how we come together as a global industry in these extraordinary times of social distance to form strong social connections and even stronger partnerships through technology,” said Global SK-II CEO Sandeep Seth.
The Virtual Travel Retail Expo begins on 12 October with a 5-day ‘live’ event followed by a 30-day showcase (click here to register), just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of activities across the five days, including a Symposium, category workshops and a new consumer research initiative.
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For nearly 40 years, SK-II has touched the lives of millions of women around the world through skin and life transformation. The fascinating story behind SK-II began with a quest to understand why elderly sake brewers in Japan had wrinkled faces, but extraordinarily soft and youthful-looking hands. These hands were in constant contact with the sake fermentation process.
It took years of research for scientists to isolate the ‘miracle formula’ Pitera, a naturally-derived liquid from the fermentation process of a unique strain of yeast. Since then, SK-II with Pitera has become the choice of countless women around the world, including celebrities such as Tangwei, Ni Ni, Chun Xia, Haruka Ayase, Kasumi Arimura, Naomi Watanabe, Chloe Grace Moretz and Simone Biles.
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The Moodie Davitt Report Founder & Chairman Martin Moodie said: “Any student of the beauty industry will appreciate the impact that SK-II has made over the past four decades since the incredible discovery of the yeast extract pitera and the subsequent launch of the brand. What an amazing journey that has been, a product borne out of the observation that aged sake brewers in Japan had soft and youthful hands.
“SK-II has been synonymous with women’s beauty and innovation ever since, so we’re honoured that the brand is joining us on another kind of journey, a pioneering sojourn into the Virtual Expo world.”