In a world where nearly half of all women believe they must wear makeup to feel beautiful and confident,prestige skincare brand SK-II is making a bold affirmation to the beauty of bare skin in its latest campaign, the #BareSkinProject. The #BareSkinProject’s first campaign features the brand’s six celebrity muses — Chloe Moretz, Chun Xia, Kasumi Arimura, Mayu Matsuoka, Ni Ni and Tang Wei — revealing their bare skin with the help of SK-II’s signature Facial Treatment Essence. To offer the most authentic vision of “bare skin beauty,” all six celebrities were shot without makeup and retouching by photographers Christopher Anderson, Alessandra Sanguinetti and Jim Goldberg.
“It’s still unconventional to see female celebrities photographed bare skin and through the #BareSkinProject, we hope to provide a different point of view,” said Sandeep Seth, CEO, Global SK-II. “We are proud to partner with six brave personalities who share the same goal. We hope their authentic journeys with Facial Treatment Essence will inspire women all over the world to embrace their natural bare skin beauty.“
As part of the campaign, SK-II will also launch short films that intimately document each celebrity’s personal journey with Magnum Photos. “It was so refreshing to hear about a campaign that aims to embrace women’s natural beauty and spark a movement of authenticity and confidence,” said actress Chloe Moretz. “I knew that this was a perfect fit for me and what I represent.” Chloe’s film will launch on June 29th on YouTube and SK-II.com.