Japanese beauty brand SK-II has launched its #INeverExpire campaign in the US after a successful reception in China, focusing on empowering women to embrace their age.
The campaign centers around a video called The Expiry Date, which has so far garnered over 100 million views globally and opened a discussion on Asian age-related pressures. To make the content more relevant to the American audience, the brand chose key influencers, among them actress Chloe Bennet, who kicked off the campaign this week, and #Girlboss founder Sophia Amoruso.
In total five women are starring in a series of video interviews, which will be released throughout this week, where they discuss the premise of the campaign and from their personal viewpoint, the societal pressures they believe are put on women in the US.
SK-II has been playing in this space for some time. Its most famous campaign to date is the Marriage Market Takeover, which highlighted China’s “leftover” women – women above age 25 who are deemed too old to be marriage material. The viral video showcases so-called “marriage markets” that take place all over the country and see families putting out ads for the marriage of their female offspring. It then ends in an emotional message of Asian women defending their singledom status to their families. It was viewed over 1.2 million times in one day.
The#INeverExpire campaign, as well the Marriage Market Takeover, both sit under SK-II’s brand philosophy titled: Change Destiny. Launched globally in 2015, the ethos focuses on communicating female empowerment through a series of campaigns and other marketing activities that encourage women to take charge of their own destinies.