SK-II Pitera Contest Ended

Can you surprise blasé beauty junkies with an amazing story about SK-II’s Pitera?

Start June 30, 2014 End September 15, 2014 23:59 UTC Deliberation Results December 2014
June 30, 2014
September 15, 2014 23:59 UTC
November 2014

New deadline

27 Aug 14:47

Great news! The deadline of this contest has been extended till September 15! You now have two extra weeks to work on your video!

Important! You have to use at least one element provided in the document (see the Guidelines) to bring the story to life creatively. You do not have to use all the elements, but it is very important that there are enough details from the chosen element to tell the Pitera story for the video to be shortlisted by the client.



SK-II is a prestigious skincare brand whose power comes from a secret ingredient called “Pitera” - it is a miraculous component that’s unique to them and leads to incredible results. The story of the discovery of Pitera is both wonderful and surprising.

Some of the most beautiful women in the world are addicted to these products and cannot live without them, including Oscar winner Cate Blanchett who was introduced to SK-II by her Japanese make-up artist and is now a loyal user. SK-II is extremely popular amongst celebrities, beauty editors and in-the-know experts, and is one of the largest prestigious skincare brands in the world. This is because SK-II helps women gain the confidence they need to pursue their true and best self without compromise, by giving them flawless skin with a natural glow.

However, only women who use it understand the benefits of Pitera and its products, and many women around the world have never even heard of SK-II, or Pitera. We want to appeal to sophisticated women in their late twenties who care about their appearance but are either unfamiliar with SK-II, or think it’s for older women who really need it. When it comes to beauty products and beauty ads, they have seen so many of them that it takes real creativity to make them notice – and a cool story instead of a commercial is the best solution.

This is where you come in – we need your help with telling the story of SK-II and Pitera. You get to decide which part of the story is the best. There are many things that can be said about SK-II, we want you to focus on one thing that you connect to and make it inspiring. All the elements link to Pitera in some manner – make sure young women love your story and understand that SK-II is amazing because it contains Pitera.

We want your stories to fascinate and interest young, stylish women and to make them understand that they MUST try these incredible products. You can be creative – entertaining, trendy or romantic – use any technique that would give SK-II an inspirational, young but prestigious and refined feel – don’t make it tacky or cheap.

Creative Challenge

Tell a fabulous, stylish, intriguing yet youthful story about the wonder of Pitera that would make sophisticated women who care about their skin eager to try SK-II products straightaway!

We need your help to open the world of Pitera and SK-II to women in their late twenties who are looking for the best skincare products available.

Before you start you need to read the story of Pitera and SK-II in the short document attached. Choose which element YOU find most inspiring to make SK-II desirable among these women and build a story around it. You can choose any of the big elements of the story and any of the small element(s) that support it, whatever inpires you the most. The goal is to create an amazing video that young women would want to watch and share with their fashionista friends.


The examples are only provided to illustrate our expectations. Please do not use them literally in your submission or it will be rejected.

Example: explain the process used when making Pitera. Show the steps, people, and places it goes through in order to be available to all the prettiest women all over the world. Make it fast-paced, funny and colorful – music video style.

We need you to think of the shopper – Amber, 29, New Yorker, is in a relationship with no kids. She graduated from NYU and works as an architect. She is a real go-getter and her career is important to her. She is into yoga and goes to get her “mani-pedi” regularly. Her clothes are always the latest in fashion and she always spends on the latest designer labels. She is addicted to the beauty posts on Pinterest, looking good is important to her but so is being entertained. She is a regular at the MOMA (Museum Of Modern Art). Her friends would say that she is captivating as they look up to her for style and poise. She likes Lana Del Rey, Beyoncé as well as the latest indie and dance acts. She has seen so many beauty ads and tried so many products that it takes a lot to surprise her. What can you say about SK-II that would intrigue her? Make it fun and contemporary with a dash of femininity. Convince her that she must add SK-II to her beauty regime. Remember that SK-II is a premium brand so it needs to exude a little sophistication.

Whatever area you decide to choose you must make the miracle of Pitera the center of attention. It’s what makes SK-II so unique and efficient (other brands don’t have the power SK-II does). Make sure it comes across in your idea.


Jury's Prize

  • #1 Prize €12,000
  • #2 Prize €8,000
  • #3 Prize €5,000
  • #4 Prize €3,000
  • #5 Prize €2,000


Videos/animations. Please keep your story focused and dynamic; women should watch it all the way through. The limit is 90 seconds but ONLY use all of it if your video really needs it (we recommend keeping it short and sweet).

Winning Criteria

Don’t make an ad for SK-II!

You need to identify one thing that SK-II has that Amber will fall in love with. What would make Amber go “wow”? Make it remarkable but also very intriguing and captivating. Talk to her like she would talk to her friends – imaginatively, interestingly, dynamically, and femininely. There are a lot of components to our story, don’t spell them all out as if you were reading a shopping list! We want you to take one of our dry elements and splash life and inspiration all over it. Choose the one that “Amber” would love.

There are a lot of videos competing for women’s attention on the web so your idea and the way you tell it must be able to stand out, arouse their curiosity, capture their interest and make them want to try the products.


Guidelines for this contest

  • Read the story of SK-II and Pitera here. Choose the element that you think will resonate most with young US women.
  • Nothing overtly sexual or showing too much flesh
  • You can find out more about SK-II and Pitera from the website
  • You may only choose one of the 4 given areas to work on in your entry
  • Entries should be in English (or subtitled)
  • Please note that we're most interested in the stories so it's not necessary to feature any products
  • Please specify which area you choose and why in your entry or in the description

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.