Text by Kohmala Murthy
SK-II Released Its New Film ‘The Expiry Date’
Beauty products are an essential part of daily life for most Asian women as they are more prone to skin problems due to continues exposure to the sun. Asian women are also severely pressured to be married by the age of 30 and it is the topic of a new campaign by luxury skincare brand SK-II.
In the film SK-II turns the proverbial expiration date many women feel like they have into a real one. The film follows the journey of three women as they pass through stages in life with growing internal and external pressure of timelines placed on them by society—manifested creatively as an increasingly visible physical expiry date imprinted on their forearm.
The aim is to showcase the unspoken timelines society places on women and spark a conversation around age-related pressure that women all over Asia, and indeed the world, experience.
SK-II specialises in anti-ageing products, the brand recently launched ‘The Expiry Date’campaign. The three minute pan-Asian film explores skin ageing concerns and the social expectation on women to get married by the age of 30.
The film portrays three women, from Japan, Korea and China, having a visible expiration stamp on their wrists from the moment they were born, throughout their teenage years and then into their 20s.
In the video, the woman says, “If we haven’t ticked all the right boxes, are we worth less after we turn 30? Or can things be different? Can we decide for ourselves who we are, who we aspire to be, what really matters? Can we change destiny by changing our thoughts?”
The film ‘Expiry Date’is an extension of the brand’s ‘#changedestiny’ philosophy and a follow up to its last year’s campaign, “Marriage Market Takeover”.
#Changedestiny is an ongoing campaign started two years ago aim at starting conversations and challenging the fundamental belief that destiny is set at birth.
For more than 35 years, Sk-II has touched the lives of millions of women around the world through their products that gives the miracle of ageless skin. With this new campaign , Sk-II hopes to encourage a global and Pan-Asian discussion to promote the message that everyone should be able to feel proud of what they’ve achieved and who they are regardless of age, gender and expiry date labels placed by society on them.
Only 2 out of 10 women in Asia described themselves as comfortable with the idea of getting older according to a new study by SK-II. More than half of women in Asia surveyed felt uncomfortable and offended by other people’s view on their status especially with regards to topics about their age or marital status. Almost 72 percent of women in Korea and 62 percent of women in China have experienced this discomfort and scrutiny.
Japan and Korea emerged as the two most extreme countries where women feel unhappy about getting older— almost 6 out of 10 Japanese women and more than half of South Korean women feeling this way. In China, finding a suitable partner for marriage is the biggest cause of concern among single women under 30 with more than 6 out of 10 single Chinese women under 30 sharing this concern.
These findings underline a broader social issue connected to age-related pressure.