English actress Gabriella Wilde, who signed on as the latest face of Estée Lauder, is making her debut in global ad campaigns for Crescent White skin care and makeup, Nutritious Vitality8 and the Courrèges Estée Lauder makeup collection.

Oddly enough, the skin-care ads state that the products are “created for and tested on Asian skin.” So why is a blonde-haired, blue-eyed Caucasian fronting the lines?

“Asia is very, very skin obsessed. They care deeply about the perfection of skin,” said Richard Ferretti, senior vice president and global creative director for Estée Lauder. “She has the attributes that Asian people seem to respond to: the clarity of her skin, the fact that she has an inner radiance that comes through in her skin tone, there’s a pinkish [tone] to her cheeks that is innately there.”

But she’s not just a personality for Asia.

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“She represents the woman who is our brand today,” he said. “She’s young, has a life, is a mother, has a career. And is spectacularly beautiful.”

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