# Multi-Sensory Skincare Exhibitions The SK-II SECRET KEY HOUSE Spotlights the Power of PITERA By Laura McQuarrie | Published 2023-07-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/skii-secret-key-house References: [koreaherald](https://www.koreaherald.com/view.php?ud=20230719000781) For World PITERA Month, [prestige skincare brand](https://www.trendhunter.com/trends/hey-its-cerave-popup) SK-II is welcoming beauty enthusiasts into the SK-II SECRET KEY HOUSE exhibition. Last year, the brand hosted a one-day celebration of its hero fermented ingredient, PITERA, and this year SK-II is extending the celebration to a [month-long transformational journey](https://www.trendhunter.com/trends/cerave-commemorates-20-years). Within Tokyo's BA-TSU ART GALLERY, this exhibition shares 10 of SK-II's best-kept secrets, which visitors can unlock as they immerse themselves in the [multi-sensorial brand world](https://www.trendhunter.com/trends/skin-longevity-institute-pop-up). While PITERA—the naturally-derived skincare ingredient crafted from a proprietary yeast fermentation process exclusive to SK-II—has remained unchanged for more than 40 years, many of its secrets remain unknown. Now, the brand is preparing to invite fans into its world with a focus on sharing PITERA, the Secret Key to Crystal Clear Skin. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 83% | Activity: 91% | Freshness: 16% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Multi-sensory Experiences:** Brands can create immersive exhibitions that engage multiple senses, enhancing customer experiences and driving brand loyalty. - **Brand Storytelling:** Exhibitions can be used as a platform to share the brand's story and create a deeper emotional connection with consumers. - **Transparency and Ingredient Education:** Skincare brands can leverage exhibitions to educate consumers about their ingredients and manufacturing processes, fostering trust and transparency. ### Industries Being Reshaped - **Skincare:** The skincare industry can use multi-sensory exhibitions to differentiate their products and create unique brand experiences. - **Beauty and Cosmetics:** Beauty brands can leverage immersive exhibitions to showcase their products, build brand awareness, and attract new customers. - **Event Marketing:** Event marketing companies can partner with brands to create interactive exhibitions that drive customer engagement and generate buzz. ## Related on Trend Hunter - [Luxury Skincare Concept Stores](https://www.trendhunter.com/trends/sk-ii-concept-store.md) - [Strengthening Luxury Skincare](https://www.trendhunter.com/trends/skii-lxp-craftsmanship.md) - [Immersive Multi-Brand Beauty Pop-Ups](https://www.trendhunter.com/trends/seoul-in-the-city.md) - [Festive Skincare Pop-Ups](https://www.trendhunter.com/trends/byoma-wonderlab.md) - [Immersive Night-Market Skincare Events](https://www.trendhunter.com/trends/night-market-popup.md) - [Demystifying Skincare Pop-Ups](https://www.trendhunter.com/trends/the-power-of-simple-experience.md) - [Interactive Skincare Labs](https://www.trendhunter.com/trends/cetaphil-skinlabs.md) - [London-Based Skincare Events](https://www.trendhunter.com/trends/byoma-2.md) - [Japanese-Inspired Beauty Products](https://www.trendhunter.com/trends/iki-skin-care.md)