Prestigious skincare brand, SK-II, has long been known for their iconic Facial Treatment Essence, that has earned its place on the shelves of many women (and men) around the world — if you haven’t tried it then it’s probably about time you should. Nonetheless, that’s not what we’re here to talk about.
Just about a week ago, SK-II launched their latest extension to the brand’s #changedestiny campaign done yearly since 2016, which features a short online documentary highlighting societal issues that many women like us are currently facing.
Previously, SK-II did an instalment on the “Dream Again” campaign in 2016; highlighting how young women are giving up their dreams, showing a sad disposition in their lives and how it’s affected by external factors like the lack of financial support, fear of leaving their comfort zones or the infeasibility of their dreams not being able to fit into tradition. It’s something that many of us can relate to, especially when we live in a society like Singapore where we continuously put pressure on ourselves to fit in with societal expectations.
The new film instalment by SK-II follow the lives of three single Chinese women who face immense pressure from their parents about marriage. The film is based in China, and highlights the importance of how marriage is regarded as a women’s greatest achievement, hence leading up to the increasing pressure that parents put on their children, despite them feeling otherwise. And of course, as a result, many find it difficult to go back home on a harmonious occasion like Chinese New Year in fear of having to deal with repetitive questions related to marriage.
However, in the film, these young single Chinese women, take on the courage to open up to their parents about their aspirations and voicing out their views about the marriage pressure that have been dealt upon them throughout the years. As the story unfolds, the film takes the viewers to the heart of the matter and shows how the women take on their first attempts of meeting their parents halfway, both literally and figuratively.
Essentially, SK-II hopes to provide a mutual platform to bridge the relationship between both daughters and their parents where mutual understanding can be achieved to empower women to make a choice on their own, while having the support of their loved ones.
With that in mind, this prevailing societal issue is something that many of us tend to face especially on occasions like Chinese New Year, where we tend to run away from having to answer to our families and relatives about our relationship status. In short, we’d just like to spread the word about how important it is to place yourselves first and live a life that you won’t regret. Besides, at the end of the day, you shouldn’t feel guilty about doing what’s best for you. Preach it girl!