Chiara Ferragni goes global for SK-II beauty campaign

By

Erin Floyd

Published
Mar 2, 2017

The Italian social influencer and entrepreneur is braving the elements in a new video series for Japanese skincare brand SK-II. Ferragni, along with the three other female stars of the campaign, is seen traversing one of the world’s harsh environments in the U.S. segment of the four-part series.  

Entitled ‘Face the Wild, Face the Camera Extreme Expeditions,’ the campaign’s four female ambassadors are Japanese actress Kasumi Arimura, Chinese actress Nini, and South Korean boxer and actress Si-young Lee. Each star visits a separate location, ending the clip with a photoshoot promoting the product’s longevity and protection.

Ferragni, who explores the Anza Borrego desert in California accompanied by National Geographic Explorer and photographer Hannah Reyes, is the only influencer by profession selected to partner with the brand on the campaign. Having reached an international status in the fashion industry thanks to her multimillion dollar blog The Blonde Salad, her influence puts her on level footing with her celebrity Asian counterparts.

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SK-II has previously partnered with Ferragni, along with other beauty influencers including Jenn Im, That’s Heart, and Chinese actress Tang Wei. “We know creators are shaping the future of the beauty industry – by supporting grassroots talent we are tapping into uncharted territory,” said Sandeep Seth, marketing director, Global Operations, SK-II.

Founded in Japan in 1980, SK-II has positioned itself as a luxury skincare brand and has expanded to 13 countries including its domestic market. Its hero product is the SK-II Facial Treatment Essence.