SK-II has named Olympic freestyle skiing champion Eileen Gu (谷爱凌) as its global brand ambassador, marking her first global skincare partnership. Gu fronts the brand’s new “Free to Bare” campaign, which highlights her multifaceted career across sport, fashion and academia. The campaign spotlights SK-II’s signature Facial Treatment Essence, which the brand says contains more than 90% Pitera. SK-II launched a campaign film with Chinese actress Zhang Zifeng (张子枫) last year. Gu has won three gold and three silver Olympic medals, making her the most decorated freestyle skier in Olympic history. She has more than 9 million followers on Weibo, giving the brand reach among young consumers in China.

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