Following the viral success of last year's powerful 'Marriage Market Takeover' ad, SK-II has returned with a new film on age pressures faced by Asian women.
READ MORE: Powerful SK-II Ad on China's Leftover Women
The follow-up video, titled 'The Expiry Date,' goes beyond China to include Japanese and Korean perspectives. The video was released last week.
Following three women in Shanghai, Seoul and Tokyo, the video addresses the topic of the so-called "expiration date" of women. As each of the women pass through various stages of life, an expiration date imprinted on each of their forearms becomes increasingly more visible.
The video has already received tens of thousands of views on Weibo, China's microblogging platform.
Watch the video below (VPN off):
Outside of China? Watch on YouTube here.
"The aim is to showcase the unspoke timelines society places on women and spark a conversation around age-related pressure that women all over Asia, and indeed the world, experience," writes SK-II of the ad in a press release.
According to a new study by the luxury cosmetics brand, just two out of 10 women in Asia described themselves as comfortable with the idea of getting older.
In addition to the new video, SK-II has also launched a social media campaign. They encourage women to share their thoughts on the issue by using the hashtag "#INeverExpire" on social media.
[Images via SK-II]
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