The space offered guests an exclusive first look at the serum's formula and sensory profile. Product displays covered the walls and ceiling, creating a captivating visual experience. Visitors could test the serum's texture and scent hands-on. SK-II aimed to communicate the core ingredients and benefits of PITERA™ Serum through this three-dimensional approach. The launch event transformed the product itself into an inhabitable environment.
Moon Ga-young wore a simple white-toned dress that complemented the product's clean, transparent image. The styling choice aligned seamlessly with the brand's aesthetic. She explored the pop-up, engaging with the product displays and experiencing the serum firsthand. The pairing of SK-II and Moon Ga-young reinforced the brand's youthful, sophisticated vision. Her presence brought warmth and elegance to the entire space.
PITERA™ Serum features a concentrated formulation of SK-II's signature PITERA™ essence. With this release, the brand makes its full entry into the serum category. The pop-up store opened simultaneously with the product launch, expanding consumer touchpoints. Discover every moment from the launch event now at
FAQ
Where was the SK-II pop-up store that Moon Gayoung attended held?
It was held at Anderson C Seongsu in Seoul's Seongsu-dong (36 Seongsuilro 6-gil, Seongdong-gu, New Building). The 'Lock in Youth' pop-up store celebrated the official launch of SK-II Pitera Serum, with the product's sensorial concept reflected throughout the entire space.
What is SK-II Pitera Serum?
It's SK-II's first-ever serum, formulated with a concentrated dose of Pitera, the brand's signature ingredient. With this launch, SK-II officially enters the serum category, expanding consumer touchpoints through a simultaneous pop-up store opening alongside the product debut.
What styling did Moon Gayoung present at the SK-II launch event?
She wore a simple white-toned dress. The choice naturally harmonized with the transparent, clean image of Pitera Serum, reinforcing the youthful and sophisticated brand identity that SK-II aims to convey.
