SK-II Launches the 'Clear For Life' Global Philanthropic Project

Each consumer 'click' equals a clean water donation to Asian communities in need

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Mar 31, 2011, 07:00 ET

NEW YORK, March 31, 2011 /PRNewswire/ -- For more than 30 years, SK-II has touched the lives of millions of women around the world by helping them to "Live Clear" through the miracle of crystal clear skin. Now with the launch of the SK-II Clear for Life project, the brand is connecting women in need across Asia to a source of clear drinking water, so that they in turn can help empower their communities.

The SK-II Clear for Life project was inspired by Global Ambassador, Cate Blanchett's donation of 3 million liters of clear, purified drinking water to Asian communities in honor of SK-II's 30th anniversary. For its inaugural year, the SK-II Clear for Life project has pledged a donation of 30 million liters of water through a partnership with Procter & Gamble's Children's Safe Drinking Water (CSDW) Program.

"Clear for life is an initiative to help people whose futures are being dominated by simple, basic problems. It helps the people in Asia who experience water shortages or are forced to consume contaminated water. Please share the word and tell your friends. Thank you for your support." Cate Blanchett, Global SK-II Ambassador

Beginning March 31st, US consumers can contribute to the cause by visiting the SK-II Clear for Life website and clicking to 'Share The Word.' For every 'click to share' on social media websites, SK-II will donate 1 liter of water to communities in need; no product purchase necessary.

Today, more than half of the world's population lives in countries that suffer from water shortages(1). Furthermore, one in eight people have no access to clean, clear drinking water. This adds up to one billion people in the world today(2), and this number is expected to double in just 15 years.

Something as simple as turning on the tap for many of us takes women in disadvantaged communities a 3.7-mile-hike in conditions that threaten their very lives and rob them of a chance at education, employment and a better, safer life.

SK-II has learned that connecting women in developing regions to a source of clear, safe water transforms their lives and empowers them to change the destiny of their community. Clear, safe water can help women to focus on protecting, nourishing and educating their families. This very precious gift of nature is so fundamental that without it, other resources and support simply doesn't have as great of an impact on their lives.

The technology at the heart of this is PUR™ Purifier of Water. Taking the form of a sachet of powdered mixture that acts as a 'dirt magnet' when it is mixed in water, PUR™ removes pollutants and cysts and kills bacteria and viruses in contaminated water, turning water clear, safe and drinkable in minutes.

"The goal of all our cause efforts is to bring the transformative power of a crystal clear life, one filled with hope, harmony and optimism, to the lives of our loyal users, celebrities and the communities we serve," says Joanne Crewes, Vice President and General Manager, Global SK-II.

About SK-II

For more than 30 years, SK-II has touched the lives of millions of women around the world by helping them to "Live Clear" through the miracle of crystal clear skin and life. The fascinating story behind SK-II began at a sake brewery in Japan, where scientists noticed the elderly workers had wrinkled faces, but extraordinarily soft and youthful-looking hands. These hands were in constant contact with the sake fermentation process. It took years of research for scientists to isolate the miracle ingredient Pitera™, a naturally-derived liquid from the yeast fermentation process. Since then, SK-II with Pitera™ has become a special secret shared by celebrities such as Cate Blanchett and women around the world. A leading skincare brand in 13 markets, SK-II continues to deliver the transformative power of crystal clear skin and life through well-loved products including the Facial Treatment Essence, Skin Signature and Cellumination Essence. For the latest news and in-depth information about SK-II, please visit http://www.sk-ii.com.

About the SK-II Clear for Life project

The SK-II Clear for Life project is a commitment from SK-II to bring a crystal clear life to women around the world, beginning with a gift of nature at its very heart. In the same way that SK-II brought the miracle of Pitera™ to transform the skin of millions of women, through the SK-II Clear for Life project, SK-II is empowering communities in crisis with the precious miracle of clear, purified water, through our partnership with the P&G Children's Safe Drinking Water Program and non-governmental organizations around the world. The SK-II Clear for Life project was launched in the US in 2011 and has pledged a donation of 30 million liters of clear drinking water to communities most in need.

(1)"Up to 60-90 per cent of the world's population live in countries that suffer from water shortages, and that figure will rise sharply in the future," Professor Olli Varis from the Water and Development Research Group at Aalto University, “Water Conflicts Set to Rise”, ScienceDaily

(2)The Children’s Safe Drinking Water Program. http://www.csdw.org/csdw/the_facts.shtml

SOURCE SK-II