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The Expiry Date | SK-II

“Challenge the norms,
marry on your own terms, live your own life.”
IMG_2306“You can change the situation,
and you should be proud in doing so.”

International prestige skincare brand SK-II have set out to open up a conversation around age related pressure that women face. Around the world, millions of women feel pressured to achieve specific things by a certain age in order to avoid feeling like they have been left behind or not fulfilling expectations set by the world around us.

“Women aren’t alone in facing these issues.”

In truth, it is a global problem and by sharing our experiences we can learn from and support one another. I believe that supporting one another and coming together as one can change the worlds perception on having an “expiry date”. Around the world, millions of women feel pressured to achieve specific things by a certain age in order to avoid being considered defect, leftover or expired as marriage material.

“It is your life, it is your decision and the way you live is all up to you!”

SK-II took part in the hero phase of this campaign, which shows the different ways in which the women in the film finally liberate themselves from this narrow way to look at life.

The centre piece of the campaign is a new film titled ‘The Expiry Date’ which shows the different ways in which the women in the film finally liberate themselves from this narrow way to look at life. I believe that this video strongly outlines how we should act as women dealing with the pressure of an expiry date. Even for myself I constantly feel like I am running on an expiry date to find a husband, have children before I am 30 and have a successful career all at the same time. I think this video relives the idea of an expiry date and expresses that women can live there life the way we would like.

Video here: https://www.youtube.com/watch?v=v3JCA4lCMGw

In collaboration with SKII #InPartnershipWithSKII  #INeverExpire #ChangeDestiny #SKII


 

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