In a move away from its more light-hearted campaign videos, the new film takes a look back at the Hollywood star’s relationship with the brand
Hollywood actress Chloe Grace Moretz has stepped out for skin care brand SK-II in a new campaign that documents her journey of using the brand’s best-selling Pitera Essence.
As part of a docu-series, ‘This is my Pitera Story’, all four brand ambassadors: Tangwei, Nini, Haruka Ayase and Moretz, will take part in an episode to talk about the skin care hero.
Almost four years after joining the brand Moretz, who started acting at six years old, talks about when she first started using the product and how her skin has developed.
“Growing up, I used to have people in hair and make-up look at me and go ‘I don’t really know what to do with this’, that was something that really broke my courage about myself and my confidence,” said the Kick-Ass star.
For the latest campaign, SK-II has taken a more direct approach to its marketing than previously seen before.
In a 2019 YouTube campaign, Moretz appeared alongside Late Late Show TV host James Corden as part of a tongue-in-cheek YouTube campaign to promote the product.
The web series, dubbed Bare Skin Chat, which has had more than 11.5 million views for its trailer, was designed to appeal to customers by putting celebrities in situations not normally seen in a beauty advert.
The duo were filmed tap dancing and making an ASMR (autonomous sensory meridian response) video.
Later that year, Corden was signed again to appear with singing sensation John Legend and Chinese actress Tang Wei in another light-hearted promotional video for its Bare Skin Chat.
“We have a special relationship with all our brand ambassadors,” added SK-II’s Senior Brand Director, GaYoon Jung.
“They are more than just the face of our campaigns or ads. They are family to us and are part of our brand legacy as true lovers and advocates of Pitera who share our brand purpose of #Changedestiny and core value of authenticity.”