SK-II | The Expiry Date
Get married. Have children. Be successful. Have it all. No pressure.
The reality is that this pressure is a global one. But, for women in China, Korea, and Japan this pressure often comes with a deadline, an expiry date. By 30 years old, women are supposed to have achieved it all. The pressure is external, family, friends, colleagues and also very internal, leading to feelings of unworthiness.
Luxury skin care brand SKII, under their “Change Destiny” platform, aimed to open up a conversation about these pressures, by telling the story of three women and their ever so nagging expiry dates.
The campaign was initially launched in Asian markets and followed up with a US PR initiative done in collaboration with Vanity Fair, which included ambassadors who gave their take on the topic from a US based perspective.
Client: SK-II
Agency: Forsman & Bodenfors