A hard hitting campaign from Japanese premium cosmetics brand SK-II, supports Chinese womens’ fight agains the suffocating notion of ‘leftover women’. It captures a new form of femininity in China – confident, independent and uncompromising in terms of what they will achieve in their lives.
SK-II outlines the cultural phenomena of the ‘leftover women’ as a form of psychological torture for women you must face at the pressure of getting married ‘to a certain man’ of a ‘certain station in life’.
The brand has been active on social media using the hashtag #Changedestiny.
See this campaign and the article in full from Social Brand Watch here.
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