Chloe Moretz leads stars going makeup-free for SK-II

(Relaxnews) - Six stars have scrubbed their faces clean for SK-II's bold new skincare campaign.

The prestige beauty brand has snapped up a gaggle of international actresses -- Chloe Moretz, Chun Xia, Kasumi Arimura, Mayu Matsuoka, Ni Ni and Tang Wei -- to front its "Bare Skin Project."

The campaign sees the women go makeup-free to promote the brand's signature Facial Treatment Essence, which claims to reduce the appearance of wrinkles and refine the skin's texture, thanks to its signature bio-ingredient "Pitera." The images, shot by photographers Christopher Anderson, Alessandra Sanguinetti and Jim Goldberg, do not feature any digital retouching of the complexions. Each muse will also star in her own short film documenting their personal "bare skin" journeys, with Moretz's set to launch online on June 29.

"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 US star Moretz in a statement. "I knew that this was a perfect fit for me and what I represent." The move is not the first big beauty contract for Moretz, who has previously fronted a fragrance campaign for Coach.

SK-II joins is not alone in tapping into the current trend for more realistic beauty advertising. In April, drugstore giant CVS Pharmacy made good on its promise to ban misleading beauty standards, with the launch of its debut photoshop-free campaign, featuring the brand's new "CVS Beauty Mark," designed to signify unaltered images to customers. Meanwhile, a slew of celebrities have championed the "barefaced beauty" look, with Alicia Keys, Penelope Cruz, Britney Spears and Zendaya amongst some of the famous women to take to social media without their makeup over the past few years.
 

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