Pitekuma . SK-II
Creative Team
Rachel Kennedy
Moses Wu
Reynard Adrianto
Yen Wee
Pleid St.
Rachel Kennedy
Moses Wu
Reynard Adrianto
Yen Wee
Pleid St.
SK-II's formulation has never changed since its inception 40(ish) years ago. A testament to it's efficacy. But not so much its brand image when skinsumers are constantly looking for fresh and exciting.
So, for festive 2025, we brought the brand where it has never been before by creating an original character: Pitekuma.
Pitekuma was introduced to the world with global stars, and creators jumped in to befriend him and make him theirs.
So, for festive 2025, we brought the brand where it has never been before by creating an original character: Pitekuma.
Pitekuma was introduced to the world with global stars, and creators jumped in to befriend him and make him theirs.
