As part of its Pitera Masterclass series on YouTube, skincare brand SK-II is devoting plenty of videos to its best-selling PITERA Essence. The entertaining web series now includes 'Oh PITERA,' an original love song to the skincare product performed by none other than John Legend. The singer is joined by other familiar faces from the brand's Pitera Masterclass series, including James Corden, Naomi Watanabe and Tang Wei.
The transformative skincare product is lovingly called "Miracle Water" by many and the product's formula has remained a secret for years—yet the Masterclass series shares insight into what may have inspired the product: "the chance observation of the sake brewers' youthful looking hands in contrast to their old wrinkled faces."
According to John Legend, his love song to the skincare product was created in about 30 minutes over his piano at home.
Top-Selling Skincare Serenades
'Oh PITERA' by John Legend is a Tribute to SK-II's PITERA Essence
Trend Themes
1. Skincare Brand Collaborations - The collaboration between SK-II and John Legend highlights the trend of skincare brands partnering with celebrities to promote their products.
2. Entertainment Marketing in Skincare - SK-II's use of entertainment, such as web series and original songs, to market their skincare products demonstrates the trend of brands integrating entertainment elements into their marketing strategies.
3. Secret Ingredient Reveals - The Pitera Masterclass series' insight into the inspiration behind PITERA Essence taps into the trend of brands revealing the secrets or stories behind their products to engage consumers.
Industry Implications
1. Skincare - The collaboration with John Legend and the use of entertainment in marketing present disruptive innovation opportunities for the skincare industry to enhance brand visibility and attract new customers.
2. Celebrity Endorsements - Skincare brands can tap into the trend of collaborating with celebrities for endorsements to leverage their influence and increase product awareness among consumers.
3. Content Marketing - The Pitera Masterclass series showcases the potential for content marketing in the skincare industry, providing brands with an opportunity to engage and educate customers through entertaining and informative content.