The US campaign is launching with a series of empowering videos, bringing to life the authentic age-related pressures experienced by real women.”
“SK-II is shedding light on the fact that age-related pressure impacts women everywhere, with different nuances around the world. “The #INeverExpire initiative addresses the topic of age-related pressure, inspiring women to liberate themselves from societal expectations around age and live their lives on their own terms,” says the website. So there are cultural and geopolitical forces at play here that I definitely haven’t lived or experienced, and I want to acknowledge that.īut SK-II is now introducing its campaign to the US with a series of five new videos featuring American women talking about the original video and their experiences of aging and pressure. In covering this current campaign, a marketing website cited a bunch of survey statistics about the pressures women in Asia experience related to age, and 30 is a sort of touchpoint. In 2016, it released an admittedly powerful video to the Chinese market called “ The Marriage Market Takeover.” In that country, and throughout parts of Asia, women who are unmarried after the age of 25 are referred to as “leftover women” and other derogatory terms. It has a huge customer base throughout Asia. Recall me immediately.įor some context, SK-II is a Japanese brand acquired by the beauty and personal care conglomerate P&G in the early ’90s. coli-laced bag of romaine lettuce that’s been sitting around for a good three weeks. Speaking in terms of expiration, I, a woman much closer in age to 50 than 30, am the equivalent of an E. Empowerment! My eyes rolled up so high in my head I gave myself a wrinkle. The one at dinner with a date stomps out. Don’t let others put an expiry date on you.” The very young women suddenly perk up and look determined. Getty Images for SK-IIĪt the end, though, as the music crescendos, the voiceover lady says, “Can we change destiny by changing our thoughts?” Then the following words appear on the screen: “You are more than your age. That’s my very simplistic understanding of it anyway.Īctress Chloe Bennet, 26. While dramatic music plays, the three young women - did I mention they’re very young? - navigate dates, the gym, and the club glumly, presumably because they are about to turn 30 and will soon expire. This hashtag is part of a new campaign, started in Asia and just introduced to the US, which includes a video called “ The Expiry Date.” In it, three young women are born with expiration dates printed on their arms. Jones expired at 10:51 am,” the doctor will write in the medical record. It’s the euphemism of choice in hospitals when someone dies. SK-II, a luxury skin care brand best known for an “ essence” that smells vaguely fishy and costs up to $290 a bottle, has a new hashtag: #INeverExpire. You can also see what we’re up to by signing up here. The archives will remain available here for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. Thank you to everyone who read our work over the years.
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