Project Overview
Once Asia's leading premium skincare brand, SK-II faced the challenge of an aging demographic and declining department store foot traffic—traditionally their exclusive retail channel. To reverse this trend, we pioneered an innovative pop-up store concept, marking the first time a skincare brand ventured into experiential retail in high-traffic youth districts.
Designed as a retail entertainment experience, the Pitera House was strategically positioned as an extension of a popular Sinsa-dong café, meeting younger consumers where they naturally gathered. Visitors could measure their skin health using SK-II's proprietary technology, receive customized sample sets, and even participate in a national skin score ranking alongside SK-II's celebrity ambassadors.
This breakthrough approach was successfully scaled across APAC markets, establishing a new user acquisition model for SK-II and earning the prestigious Game Changer Award from P&G in 2014.
