As K-Beauty has risen to become a global phenomenon, Korean beauty standards have been going under a shift as well. If skincare, make-up and external beauty were priority in the past, a growing number of Korean women has been recognizing the importance of balancing outer and inner beauty in recent years. 

Riding the wave of this changing beauty perception, Almond Board of California launched "Almonds, Your Beauty Secret" campaign to position almonds as the ultimate beauty snack. Targeting women aged between 20 and 39, the campaign promoted almond's nutritional values that are beneficial to skin, hair and overall health.