“Timelines” Series by SK-II and Katie Couric hoped to spark conversations surrounding marriage pressure and societal pressures
At the 2019 Cannes Lions festival, global prestige skincare brand SK-II announced a partnership with Katie Couric and new project, “Timelines” – a docu-series produced with the award-winning, investigative journalist.
The “Timelines” series explores the evolving—and sometimes controversial—topic of marriage pressure and societal expectations that women face globally. To uncover personal experiences for the films, the journalist travels to China, Japan, Korea and the US, investigating the different, and surprisingly similar, pressures women feel globally.
In their first partnership, the brand and Katie Couric hope to inspire women around the world to draw their own timelines – regardless of societal pressures – no matter what their path may be.
The docu-series is the latest extension of SK-II’s ongoing #ChangeDestiny global campaign platform and a follow up to 2016’s award-winning “Marriage Market Takeover”, 2017’s “The Expiry Date” and 2018’s “Meet Me Halfway”.
For years, the #ChangeDestiny 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.
“With the “Timelines” docu-series, we hope to further spark a conversation about marriage pressure and societal pressures women feel by sharing the unique, personal stories of women from around the world,” said Sandeep Seth, Chief Executive Officer, Global SK-II.
“Marriage pressure is a highly relevant and real topic for women across countries, backgrounds and social status. As we talked to our consumers, a diverse group of young working women around the world, we realised that there were bigger issues beyond skin and beauty that they were concerned about.
“Marriage pressure was one of the biggest issues they were struggling with. Katie Couric is the perfect partner to help uncover these unique perspectives and elevate this important conversation.”