In the first week of April, Forsman & Bodenfors released the film, Marriage Market Takeover, for skin care brand, SK-II, in support of the Chinese women standing up for their right to choose whom and when to marry.
The film, that launched on Chinese video hosting site, Youku, lifted the veil on an important topic – the entrenched idea that an unmarried daughter brings shame and despair to her family. Women throughout China have since have expressed feelings of vindication, encouragement and a new willingness to speak up. Millions of reactions on social media have been documented.
The pressure being put on the women in the film has intrigued many, and the discussion has expanded to more than 35 countries over all continents, resulting in news articles, video features, progressive debates and 11 million views globally in less than a week.
Several questions regarding the women’s situation have become hot topics. How prevalent is the Sheng Nu label? How come it is being put on successful independent women? And does it impact their daily lives?
To answer these questions, SK-II is now releasing a series of in-depth interviews with the women of the film and their parents.
Its aim is to provide an even greater insight into the nuances of China’s views on marriage, the situation for those who choose to wait and to paint a complete picture of these pioneering women.
“More importantly, the interviews show the transformative power of the women’s personal messages in opening up difficult topics and in strengthening the relationship between the parents and their daughters. These women are opening up about wanting to wait with marriage until they find true love, the difficulty in balancing what’s best for them with their parents’ wishes and how it feels to challenge traditional views. The film has created a platform from where parents and their daughters can speak more openly,” Forsman & Bodenfors noted.
“I think the biggest benefit I’ve gotten out of this experience is that the three of us in our family have been communicating to such a deep level”, the father of Hu Ting, one of the women of the film, stated. “Now I understand her better.”
The interviews are the latest phase of SK-11’s #changedestiny, its ongoing global campaign launched last year to inspire and empower women to shape their own destiny.
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