In the beauty industry where even iconic products are reformulated regularly, it is rare to find a product that has stayed the same for almost 30 years.
Such is the case with SK-II's Facial Treatment Essence (Photo 1). The lotion, which makes skin more well-balanced and translucent, was launched in 1980.
SK-II (the initials stand for 'secret key'; II refers to the second phase of the brand after star ingredient Pitera was discovered) was developed by a Japanese unit of United States-based Max Factor, which was acquired in 1991 by consumer product giant Procter & Gamble.
In January, the brand invited more than 100 regional journalists to an event in Hong Kong to celebrate its bestseller.
One bottle of the Facial Treatment Essence ($188 for 215ml), which is suitable for all skin types and age groups, is sold every 28 seconds and more than 20 million bottles have been sold to date.
The reason it has stayed the same? 'Customers seem happy with the results, so we have never changed the formula,' says Misa Anne Ito, SK-II's global principal scientist and scientific communications manager.
Indeed, the product is commonly dubbed 'miracle water' by its biggest fans. During the event in Hong Kong, SK-II's celebrity ambassadors - model Qi Qi, actresses Carina Lau and Kaori Momoi and singer-actress Angelica Lee - also compared the product to 'a lover' and 'my best friend'.
Says Joanne Crewes, SK-II's vice-president and general manager: 'If there is one product that is synonymous with SK-II, it is Facial Treatment Essence.'
The ingredient that makes it work is Pitera, a yeast ferment filtrate that is 'the lifeblood of SK-II', she adds.
All SK-II products contain Pitera, and it makes up over 90 per cent of the Facial Treatment Essence, the highest concentration in SK-II's product range.
In the 1970s, the brand's scientists started studying the skincare properties of yeast after observing the youthful-looking hands of elderly sake brewers. This led to the discovery of Pitera, says Takashi Yoshii, senior manager of SK-II's global technical marketing.
Unlike the types of yeast used to make beer or bread, the yeast used to make Pitera is a refined, purified strain. Both the yeast and the process of fermentation are strictly confidential and patented by SK-II.
Says Ito: 'Because of this special process, only a limited amount of Pitera can be produced each time, which is why the essence is expensive.'
SK-II's scientists are still studying the properties of Pitera in order to develop new products. New markets are being conquered too, including the US, Australia and Spain.
Asia, however, continues to hold 'tremendous growth opportunities for the brand', says Crewes, with Japan, South Korea and Taiwan forming the brand's biggest markets.
In 2006, SK-II briefly pulled its products from China after concerns were raised about certain ingredients used by the brand. These ingredients were eventually found to be safe, but the brand was criticised by some for being unresponsive to consumers' concerns.
'We learnt the importance of bonding with our consumers,' says Crewes. 'I am happy to say that the continued loyalty of our Asian consumers is a testament to the efficacy of SK-II products and the emotional connections consumers share with the brand.'
For the future, the brand is aiming for more heartfelt professions of undying loyalty from consumers, both famous and not.
'Consumer awareness of SK-II is largely driven by word of mouth and our brand ambassadors have always been users of the products before becoming ambassadors,' Crewes says.
TIPS FROM THE STARS
SK-II’s celebrity ambassadors share some of their personal beauty secrets with
Urban. We get freelance make-up artist Larry Yeo to assess these tips.
(Photo: From left to right, Kaori Momoi, Angelica Lee, Qi Qi)
Actress Kaori Momoi, 57: Mix a lightweight eye gel with liquid foundation to make the foundation look more natural when applied.
Yeo says: Eye creams tend to be quite expensive, so this will be a waste of money. Instead of wasting the product by mixing it with something else, I suggest using tinted moisturiser to get the same effect. If you prime your skin enough and do not overload it with excess skincare products, your foundation should not have a problem blending into your skin.
Singer-actress Angelica Lee, 33: After cleansing your face, soak a face towel in very hot water and wring it dry. Then place the towel over your face and rub vigorously to remove dead skin.
Yeo says: This method can make skin feel smoother in that instant because the towel acts as an exfoliating agent. However, doing this regularly will irritate the skin over time. This is what people used to do in colder climates to exfoliate and warm up the skin. Facial scrubs, especially those with synthetic polyethene beads rather than natural husks, can achieve the same effect and are less harsh.
Model Qi Qi, 40s: When travelling by air, apply a facial mask just before the plane lands to recharge your skin.
Yeo says: Any hydrating mask will help because dry cabin air tends to sap moisture from your skin. If you are flying for more than five hours, I suggest putting on a mask every four hours. Paper masks are the easiest to carry and dispose of. I would also suggest cleaning your face with fragrance-free baby wipes or rinsing your face with water before putting the mask on.
This article was first published in Urban, The Straits Times.
