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Sk-II's '#BareSkinProject Taps into Chloë Grace Moretz

 - Aug 18, 2018
References: sk-ii & designtaxi
This empowering skincare campaign by premium Japanese brand SK-II is meant to break the stigmatic notion that women have to wear makeup in order to be perceived as beautiful. For the ongoing #BareSkinProject, the brand taps into Chloë Grace Moretz — an American actress who most notably appears in the popular movie franchise Kick-Ass.

The skincare campaign is focused not only on pushing SK-II's Facial Treatment Essence but also offers a marketed confidence-boost to women everywhere. Shot by Magnum Photos' Christopher Anderson and Alessandra Sanguinetti, the photographs, and the commercial feature an all-natural and unretouched Chloë Grace Moretz. This good-natured skincare campaign is yet another example of how beauty brands are moving toward understanding, nurturing and supporting their consumer by standing up to unrealistic standards.

Photo Credits: Magnum Photos