Unveils Asia’s first male supermodel Godfrey Gao, as the SK-II MEN ambassador to mark this historic milestone
Singapore, 29 June 2012 – Prestige skincare leader, SK-II, today announced the arrival of its very first men’s prestige skincare range, SK-II MEN in Singapore, marking the brand’s expansion into the dynamic and fast-growing arena of male grooming and skincare in the Southeast Asia and South Asia region.
Proudly unveiling its first line-up for men, SK-II’s launch event threw the spotlight on the iconic Facial Treatment Essence specially designed for men to transform skin to vibrant clear in just 14 days. Featuring over 90 per cent Pitera™, the unique power of SK-II MEN Facial Treatment Essence lies in its ability to transform skin across five dimensions that affect the vibrancy and clarity of men’s skin: texture, radiance, spots control, wrinkle resilience and firmness. Accompanying SK-II MEN Facial Treatment Essence in the new line-up is SK-II MEN Moisturizing Cleanser and Age Revitalize Moisturizer.
In tandem with this historic milestone, SK-II also unveiled acclaimed Taiwanese-Canadian actor and model, Godfrey Gao, as the face for the game-changing line-up, who made his first appearance in Singapore as SK-II MEN’s brand ambassador.
Inspiration Rooted in SK-II’s Heritage
The inspiration behind the new SK-II MEN range is rooted in PiteraTM’s discovery story when a chance observation of the youthful hands of aged male Toji workers was the catalyst for its discovery. With the launch of SK-II MEN, SK-II has come full circle in placing the miracle of PiteraTM in the hands of men.
“For more than 30 years, SK-II has been bringing the gift of crystal clear skin through the miracle ingredient PiteraTM that is at the heart of the SK-II brand. After years of research into the characteristics and inner workings of men’s epidermal skin, we are proud to now bring the gift of vibrant clear skin with SK-II MEN. We believe that skin truly is the new measure of a man. It goes beyond the obvious status symbols and speaks to his attention to every detail in his life,” said Mr. Samuel Kim, Vice President, ASEAN and Asia Development Markets, Procter & Gamble Asia.
Skin: The New Measure of a Man
From the power of PiteraTM, SK-II scientists turned to research into the men’s skin and a deep-dive into women’s perception of men’s skin, uncovering that skin is indeed the new measure of a man. A landmark study of 200 women unveiled that 9 in 10 are attracted to men with good skin and more than 8 in 10 agree that successful men are taking care of their skin behind closed doors.
Reflecting the deep research that went into the development of SK-II MEN, one of the key highlights at the launch event was a specially-created “Men’s Universe According to Skin” lounge, with breakout areas themed “Skin at Work”, “Skin at Play” and “Skin in Love”. Guests had a preview of how skin played a critical part in each area of a man’s life, with interactive content and multimedia displays of SK-II’s latest research about men’s skin.
 Third party survey conducted on July 2010 amongst 200 Korean women aged 20 to 49
New SK-II MEN Ambassador, Godfrey Gao, Speaks Up on SK-II MEN
Underscoring this new philosophy that skin is the new measure of a man is Asia’s first male supermodel, Godfrey Gao, whose skin and life transformation personifies the very core of SK-II MEN.
A household name in Taiwan, Godfrey is known for his stellar performances in popular Taiwanese dramas such as Volleyball Lover (2010) and Momo Love (2009) and rose to international stardom after being selected to front Louis Vuitton’s Spring/Summer 2011 Ready-to-Wear campaign, joining an elite group of Asian models who are making waves on the global fashion scene. Today, he has added one more accolade to his portfolio with his newest role as the SK-II MEN ambassador, empowering both men and women around the world with his unique relationship with SK-II.
Godfrey made a grand entrance at the SK-II MEN launch to much anticipation and applause, unveiling the iconic Facial Treatment Essence – the secret to his vibrant clear skin.
“Before SK-II MEN, good grooming was always part of my career because I knew the difference it made to my line of work. But after my experience with SK-II MEN, I found that my skin achieved a level of vibrancy and clarity that I had never seen before. SK-II MEN has not only transformed my skin, it has also given me a new confidence at work and in my social and personal life,” related Godfrey when interviewed on his experience with SK-II MEN.
Joining him on stage was SK-II brand ambassador and popular model herself, Sheila Sim, who shared her perspective of skin as the new measure of a man from a woman’s perspective. “Having modeled for over a decade, I am well aware of how important clear skin is. But even for a male model, clear skin is necessary because it shows up much better on camera and it also makes it more enjoyable for female models to work with him,” she reinforced.
SK-II MEN Facial Treatment Essence, SK-II MEN Moisturizing Cleanser and SK-II MEN Age Revitalize Moisturizer will be available in Singapore exclusively at all Isetan* counters on 1 July 2012. The entire line-up will be available at selected SK-II counters in leading retailers from 1 August 2012 onwards.
NEW SK-II MEN Moisturizing Cleanser
The first step to achieving the mark of a real man, the NEW SK-II MEN Moisturizing Cleanser is designed to deeply cleanse skin and pores by thoroughly removing dirt accumulated on the skin surface.
Skin is kept clean and refreshed for a long time as it reveals its vibrant and clear state.
Visible dirt such as dust and sebum and invisible ones such as bacteria can build up on the skin surface, clogging pores. This slows down the skin renewal process and ultimately results in multiple skin problems such as oiliness, dullness, uneven tone, spots, fine lines, wrinkles and sagging.
Working into a rich lather, the SK-II MEN Moisturizing Cleanser deeply cleanses skin and pores by thoroughly removing every trace of dirt – both the visible and invisible.
It also removes blackheads and whiteheads that cause skin to break out.
Formulated with Pitera™, the cleanser also delivers superior skin moisturization benefits within 5 minutes after cleansing.
Containing a combination of menthol and a unique ginjo scent, the cleanser delivers a refreshing experience that lasts long after cleansing.
The result is clean refreshed skin that is non-sticky and non-greasy to the touch, leaving you feeling like a new man.
Wet face lightly then apply a dollop of SK-II MEN Moisturizing Cleanser onto palm and work it into a rich lather. Gently apply the lather on the face and neck and rinse thoroughly with water. Thereafter, apply SK-II Men Facial Treatment Essence followed by the Age Revitalizing Moisturizer.
NEW SK-II MEN Facial Treatment Essence
The NEW SK-II MEN Facial Treatment Essence visibly transforms skin to vibrant clear in 14 days.
Containing over 90 per cent Pitera™, SK-II’s signature ingredient, it improves men’s skin across five key dimensions that help men make their mark with women.
Improving the five dimensions of men’s skin
Formulated with the natural breakthrough ingredient, Pitera™, SK-II MEN’s Facial Treatment Essence can improve the appearance of skin across five critical dimensions, delivering vibrant clear skin that is highly sought after by both men and women.
Skin texture is enhanced and smoothened.
Skin illuminates with a healthy radiance from the inside-out.
Skin becomes more moisturized and hydrated, preventing dryness whilst softening and reducing fine lines.
Refreshing, cooling sensation
SK-II MEN Facial Treatment Essence includes a unique refreshing ingredient specially designed for men which provides a mild cooling sensation that lasts long after application. Penetrating deep into skin, the essence allows for quick absorption yet remains non-sticky and non-greasy to the touch.
Measuring up like a real man
After cleansing, pour a few drops of SK-II MEN Facial Treatment Essence onto the palms and gently pat onto the face and neck area. Used twice daily – morning and night – you will notice visible skin improvements in 14 days.
NEW SK-II MEN Age Revitalize Moisturizer
Designed with an easy-to-use pump, the NEW SK-II Men Age Revitalize Moisturizer is an essential daily moisturizer that not only boosts skin moisture and firmness but also reduces the onset of skin ageing signs such as skin tone and wrinkles
Sebum and dirt accumulated on the skin surface may clog pores and upset the regenerative skin renewal process, causing damage to skin.
In in-vitro tests, SK-II scientists have also found that the level of laminin, a fiber protein that binds the skin layers, decreases with ageing. This causes skin to become less firm.
SK-II MEN Age Revitalize Moisturizer is formulated with SK-II’s signature ingredient, Pitera™, as well as a newly-developed
Oat-Pea Complex. The Oat-Pea Complex combines the power of two functional ingredients – Oat essence and Pea essence – as well as Vitamin B3 or Niacinamide.
Oat Essence: Derived from kernel flour, oat essence has shown in in vitro tests to activate and increase laminin synthesis by 68 per cent, which in turn helps to boost the firmness of men’s skin.
Pea Essence: Pea essence has been proven to stimulate the production of structural materials in the skin such as collagen and elastin that further improve skin firmness.
Niacinamide: Highly effective in enhancing skin health, skin appearance and combating skin ageing factors, Niacinamide strengthens skin's moisture barrier, thus reducing the appearance of fine lines, wrinkles and hyper-pigmented spots, and improving skin tone and texture.
Achieving the mark of a real man
After applying Facial Treatment Essence, pump a dollop of moisturizer onto the palm and apply onto face and neck. For optimal results, apply the moisturizer every morning and night.
The SK-II MEN Abassadors
HOST, ACTOR AND FOUNDER OF SEVEN95IVE ARTISTES
AWARD WINNING FILMMAKER
BOUTIQUE OWNER OF KIN AND FOUNDER OF SINGAPORE FASHION LABEL, Sifr
(COURTESY OF MY BRO, WHO IS CURRENTLY TESTING OUT THE ENTIRE SK-II MEN RANGE)
That's all, and thank you for reading!
Information extracted from press file.