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The brand announced on february 19th that it had recruited actress ning chang () from taiwan as its new brand ambassador.
The following day, the brand released a short video to announce its new campaign for its new brand ambassador.
Our translation of the slogan was "dare to bare," but "sude" (sude) can refer to a "bare, makeup-less face), but it is also used online as a cutesy equivalent to """ or "dare to bare." the slogan can also be read as "yes i dare" in the video, which can be interpreted as "pink feifei" (), makeup artist shiyi, and creative director gabby.
Chang, who wears no makeup, tells the audience how she feels "herself" rather than playing a character as she strips off her makeup and often having a bare chest and never having a bare face.
Pink feifei speaks during training and states her desire to defy the "you should" conformity regarding makeup, and gabby's goal is to face complexity with simplicity, not to mention confusion.
Sk-iii also joined rednote to post their no-makeup reviews on each of the women accompanied the ad's pitera essence gift set.
Sk-ii initiated its bare skin project in 2018 with chinese actresses tang wei and ni ni, as well as international stars like robert ni ni ni ni, who fell short of a spot on the hot search list, but it was still missing a spot on the hot search list.
The hashtag #bareskinproject aimed to challenge makeup's mentality as a part of women's daily lives, according to sk-ii and the guests, healthy bare skin is where true beauty shines.
However, healthy skin is achieved, according to some netizens of the message, as the obvious prerequisite for being able to "dare to bare" in the video.
Some found that not wearing makeup is something to be ashamed of, while others discovered that not wearing makeup is something to be ashamed of.
Hence, you need "courage" (provided by sk-ii) to go out without makeup, but netizens, of course, may have read too much into it.
Many believe that ning chang, like the celebrity guests from the 2018 sk-ii campaign, is too glamorous and has healthier skin than the average, making the message more significant.
Young chinese women have been subverting the idea of makeup in the workplace for many years, with hashtags such as "disgusting workplace styling" (##) (#)) (#)) (#)) to many, sk-ii has been delivering effective and popular international women's day campaigns since 2016. this latest video is particularly disturbing because it explicitly underdresses beauty with ease as its highest priority.
The new "dare to bare" campaign, which is still discusses an important topic, but it is only the execution that made some commentators feel less impressed, as well as the use of cutesy internet jaro that was not intended to be the brand's this year.
The need for relatable messaging has been more significant than ever for chinese cosmetic brands, including sk-ii, in recent years ( ), partly due to but mostly due to the lack of relatable messaging in the last few years ( ).
As chinese customers seek "emotional value," the need for relatable messaging is more relevant than ever for multinational brands in china.
2025 dao insights & dash; you can see how this is changing.
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