SK-II Launches #ChangeDestiny with Cate Blanchett

SK II Change Destiny

In line with its worldwide roll-out, SK-II’s latest push debuts in the U.S. with the premiere of a New York pop-up studio and video featuring its global brand ambassador

Procter & Gamble’s luxury skincare line, SK-II, is set to launch a new global push in the U.S. to empower women with the promise of ageless skin and confidence. The #ChangeDestiny campaign kicking off in the fall, is based on brand’s latest comprehensive research on skin science.

Highlighting its Skin Destiny Decoded Study, the initiative dispels the myth that skin aging only occurs later in life with a first-in-the-world discovery. SK-II found that invisible aging of the skin actually begins in the 20s. Additional studies showed that women who start using its Facial Treatment Essence in their 20s look significantly younger in their 30s and 40s.

The product comprised of more than 90% Pitera, keeps the skin youthful regardless of when one begins using the offering. SK-II hopes to begin a conversation surrounding #ChangeDestiny so women worldwide are exposed to the product’s impact through the stories of others.

In line with the effort, SK-II is opening a pop-up studio in New York City’s SoHo district for a limited time, which runs from 3-31 October 2015. Interactive product testing, sampling, and complimentary skin consultations will be made available using its analysis tool dubbed the Beauty Imaging System.

Global Brand Ambassador, Cate Blanchett, is slated to launch the campaign both online and on-the-ground with a new short video titled, #Change Destiny – Conversations with Cate Blanchett. The production is part of a global series which SK-II recently released.