SK-II has been positioned as a premium skincare brand ever since it was introduced to the market. Their heavy emphasis on their heritage and the discovery of Pitera allowed them to stand strong among the competitive premium skincare industry. They believe in the performance qualities of Pitera to create healthy skincare renewal and to preserve the best skincare conditions for women with mature skin. Hence, SK-II has successfully stand out from the crowd using the technology and benefits of Pitera in their products.