# Confidence-Boosting Skincare Campaigns Sk-II's '#BareSkinProject Taps into Chloë Grace Moretz By Kalin Ned | Published 2018-08-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/skincare-campaigns References: [designtaxi](http://designtaxi.com/news/400369/Chlo-Grace-Moretz-Has-First-Barefaced-Shoot-In-No-Makeup-No-Retouch-Campaign/) & [sk-ii](https://www.sk-ii.com/bareskin.html?utm_source=cjaffiliate&utm_medium=Skimlinks&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=+SK-II%27s+3-piece+PITERA%E2%84%A2+Welcome+Kit) This [empowering skincare campaign](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman) 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](https://www.trendhunter.com/trends/authentic-skincare-campaign) 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](https://www.magnumphotos.com/?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 12% | Activity: 62% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Makeup-free Beauty Campaigns:** Beauty brands are launching makeup-free campaigns to break the stigma around the notion that women have to wear makeup to be perceived as beautiful. - **Unretouched Model Campaigns:** Beauty brands are promoting body positivity by featuring unretouched models and celebrities in their campaigns. - **Confidence-boosting Skincare:** Skincare brands are highlighting the confidence-boosting benefits of their products to empower women and promote self-care. ### Industries Being Reshaped - **Beauty and Skincare Industry:** The beauty and skincare industry can further disrupt traditional beauty standards and empower consumers by launching more makeup-free and unretouched campaigns. - **Entertainment Industry:** The entertainment industry can collaborate with beauty brands to feature diverse and unretouched talents in their campaigns to promote body positivity and self-confidence. - **Photography Industry:** The photography industry can contribute to the beauty industry's shift toward promoting natural beauty by specializing in unretouched and authentic photography. ## Related on Trend Hunter - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Effortless Skincare Campaigns](https://www.trendhunter.com/trends/deglaze-my-makeup-with-me.md) - [Empowering Skincare Campaigns](https://www.trendhunter.com/trends/skincare-campaign-1.md) - [Empowering Clean Beauty Campaigns](https://www.trendhunter.com/trends/clean-beauty-campaign1.md) - [Authentic Skincare Campaigns](https://www.trendhunter.com/trends/authentic-skincare-campaign.md) - [Satirical Skincare Campaigns](https://www.trendhunter.com/trends/skin-obsessed.md) - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.md) - [Up-Close Skincare Campaigns](https://www.trendhunter.com/trends/your-skin-barrier-needs-you.md) - [Bold Beauty Campaigns](https://www.trendhunter.com/trends/i-play-beauty-campaign.md)