SK-II launches first global travel retail flagship store in Hainan

It features an LXP Experience, an interactive installation highlighting SK-II’s 8X PITERA power.

SK-II has opened its first global travel retail flagship store at the Sanya International Duty Free Shopping Complex in Haitang Bay. 

The store offers a multi-sensory experience highlighting the brand’s iconic ingredient, PITERA.

PITERA is a naturally derived skincare ingredient created through a proprietary yeast fermentation process unique to SK-II. The brand's journey began in the 1970s when scientists discovered the soft hands of aged sake brewers due to fermentation, leading to the isolation of PITERA.

Visitors to the store are welcomed by an art exhibit that reflects SK-II's philosophy of "More Youthful as You Age," based on a landmark study from 1999 to 2011 that revealed the benefits of PITERA.

At the store's center is the LXP Experience, developed with international artist Studio Swine. This interactive installation features eight drops symbolizing the 8X PITERA power in SK-II's LXP series. The drops burst on contact, releasing a mist and a unique scent inspired by Hinoki wood and Sandalwood.

The product discovery area showcases the craftsmanship behind PITERA innovations, with a tester bar made of gradient-colored spheres representing the fermentation process. Guests can also view commissioned glass crystal art pieces inspired by PITERA™.

SK-II is enhancing skincare consultations with its new Skin Ceremony, where skin experts provide personalised care. Exclusive gifting experiences tied to SK-II’s heritage are also available at this flagship store.

The launch coincides with the "Act of Craftsmanship" event running from 30 September to 29 October, featuring a showcase that parallels ceramic restoration with the SK-II LXP Craftsmanship series. Attendees can watch skilled artisans restore ceramics and participate in a five-step LXP skin ceremony.