Actress, Journalist, CEO, Others Share Their Own Stories in SK-II Campaign in Hopes of Changing Dialogue
Skincare brand, SK-II, has encouraged women to challenge the belief that destiny is set at birth – for both their skin and their lives – with its ongoing global #ChangeDestiny campaign.
For years, the platform has inspired and celebrated the changes that women create in their lives through stories that empower them to challenge conventional norms and create their own destinies.
And now, after receiving acclaim across Asia, SK-II is extending its latest #INeverExpire campaign to the US as it continues to fuel conversations around the issues that hold women back.
The #INeverExpire initiative addresses the topic of age-related pressure, inspiring women to liberate themselves from societal expectations around age and live their lives on their own terms.
The brand is shedding light on the fact that age-related pressure impacts women everywhere, with different nuances around the world. The US campaign is launching with a series of empowering videos, bringing to life the authentic age-related pressures experienced by real women.
The women discuss and share the manifestations of age-related pressures in America, from overt societal biases to the unconscious self-imposed barriers and expectations.
Featuring five dynamic personalities – Chloe Bennet, actress; Elaine Welteroth, award-winning journalist and former editor-in-chief of Teen Vogue; Aimee Song, fashion influencer and founder of the blog Song of Style; Lauren “KITTENS” Abedini, DJ and producer; and Sophia Amoruso, CEO and founder of GirlBoss – the videos introduce #INeverExpire to a new audience in the US.
“Age pressure exists all over the world, whether you are in Asia, the US or anywhere else. There is this unwritten timeline for women that is imposed by society. But ultimately, we each have a voice deep down that tells us what we really want and should do for ourselves—that is what we need to listen to.
“I am finally learning what makes me, Chloe, happy versus what makes everyone else happy. Only I have lived my journey, so I do not listen to society’s expectations of who they think I should be. It is time to change the conversation,” said Chloe Bennet, actress in ABC‘s Marvel’s Agents of S.H.I.E.L.D.
The global #INeverExpire campaign premiered last year in Asia with The Expiry Date, a moving film that powerfully showcases the proverbial expiration date – age 30 – that many women feel.
This film received more than 100 million global views across all platforms and sparked a Pan-Asian discussion around age-related pressures.
Reflecting on themes explored in The Expiry Date, the five women shared their personal experiences, in hopes of inspiring more conversations that challenge the social stigmas placed on women throughout the different stages of their lives.
