“You are more than your age.” That could be an encouraging motto for all women, but Forsman & Bodenfors has written it on behalf of SK-11 for a group of women who need it more than most.
Asian women.
An SK-11 study has found that only 2 out of 10 Asian women feel comfortable with the idea of getting older. One of the reasons is that women are expected to find a husband before 30 or they are considered to have failed at life.
In Asia, women have an expiry date.
F&B has been helping Chinese women to overturn this – and the expectations placed on them by family and society – and to pursue their own dreams with SK-II’s #changedestiny philosophy and its 2016 campaign, Marriage Market Takeover. That campaign became a viral hit outside China as well as within it. Its core video achieved nearly two and a half million views via its primary YouTube upload alone.
This year, the partners have spread #changedestiny into China, Japan and South Korea, with a film that shows women’s expiry date as a tangible thing – a tattoo on their forearms.
The tattoo is shown as a source of fear, worry and shame in the women as they grow up, mirroring the pressure put on women to marry before 30.
