South Korean beauty company Able C&C’s top-selling skincare brand Missha has announced actress Elizabeth Olsen as its global ambassador and the face of its new “Beauty is Reality” campaign.

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Missha’s worldwide advertising campaign ‘Beauty is Reality’ aims to challenge the idea that beauty should be dramatised or based on “inflated rich sentiments”, instead focusing on “beautiful moments in everyday life”.

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Elizabeth Olsen was chosen as Able C&C’s ambassador because Missha believes her ambition and intelligence transcend her beauty and are consistent with the campaign’s unique concept.

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“When Missha approached me with an ambassador opportunity, the most important factor was the message the brand wanted to convey,” said Olsen.

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“Missha’s ‘Beauty is Reality’ represents an innovative and practical message that I can support. Attaining exceptional quality doesn’t necessarily require a hefty price tag. Missha’s aim is to create outstanding products that are accessible to everyone, and it’s an honour to communicate this value to young women like myself.”

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Elizabeth Olsen is an American actress best known for her roles in Marvel Studios’ Avengers films and the TV series WandaVision.

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Missha, founded in 2000, is looking to strengthen its global brand presence by promoting its long-established identity in the international market.

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The new campaign is expected to help Missha expand its reach to more than 37,000 retail locations across 46 countries.

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According to a statement from Able C&C, the company is “confident that the collaboration between Missha and Elizabeth Olsen will help the brand to further expand its presence in the global market”.

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Sources: https://insideretail.com.au/business/missha-names-elizabeth-olsen-as-its-global-brand-ambassador-202304