Hitting the right spot: SK-II calls its latest skincare innovation “revolutionary”.

SINGAPORE. SK-II has unveiled its GenOptics Spot Pen, designed to reduce the appearance of spots, at the beauty brand’s tenth ‘First in the World Launch’ collaboration with Changi Airport.

The launch was conducted with Changi’s beauty products retailer The Shilla Duty Free on 15 February. The GenOptics Spot Pen will be available exclusively there until the end of the month and then be listed in other SK-II Travel Retail doors from 1 March. The product has been available on iShopChangi since 4 February.

SK-II GenOptics Spot Pen contains SK-II’s signature ingredient Pitera, which features the brand’s most-concentrated WH Smart Cocktail to effectively target spot concerns. The device comes with a magnetic applicator, allowing ingredients to penetrate three times better  than finger application, the brand company said.

The launch was attended by Procter & Gamble (SK-II’s brand owner) Global Travel Retail General Manager Shweta Sharma;  Shilla Travel Retail Managing Director Jaephil Yoon;  and Changi Airport Group Senior Vice President Airside Concessions Division Teo Chew Hoon. SK-II Global Travel Retail Regional Sales Director Lee Hansook and Shilla Travel Retail Merchandising Director Chillie Por were also on hand, alongside customers, media and leading digital influencers from Singapore and China.

“We have a long tradition of memorable and significant collaborations with Changi Airport Group and The Shilla Duty Free,” said Ms Sharma. “This year, we are honoured to celebrate yet another milestone in our history of strong partnerships with the First In The World launch of the GenOptics Spot Pen. We are very excited for travellers to get exclusive access to this revolutionary innovation.”

“SK-II has always been a highly valued partner to The Shilla Duty Free, and we are very excited to host another first-in-the-world launch with the brand,” said Yoon. “We are committed to being at the forefront of providing highly desirable travel retail exclusive offerings to our shoppers, and we foresee the SK-II GenOptics Spot Pen to be in high demand with our customers, who will be the first in the world to experience this latest innovation.”

“At Changi, we are dedicated to creating the best travel retail experience for our customers as a world-class shopping destination,” said Ms Teo.

GenOptics Spot Pen was first launched on iShopChangi before being rolled-out in-store to The Shilla Duty Free’s airport stores.

“This year marks another First In The World partnership with SK-II, and the brand’s exciting innovation this year will no doubt further add to the exceptionality that, year after year, remains a distinctive factor for our travellers’ shopping experiences.”