tackling social pressures facing women
HOW SK-II STUDIO aims to #CHANGEdestiny
When SK-II announced the launch this March of SK-II STUDIO, the brand’s first film studio division and content hub, it dedicated the concept to driving a bigger conversation about the pressures faced by women everywhere.
The concept was inspired by SK-II’s purpose #CHANGEDESTINY as the world battled the worst health crisis in a century.
By bringing together world-renowned film makers, animators, musicians and content creators with the passion to inspire positive change, SK-II STUDIO will use its voice – and the concept of #CHANGEDESTINY as a force for good and growth.
The initiative is integral to SK-II’s journey to elevate brand-building beyond traditional promotion-driven advertising.
As noted in the examination of ‘VS Series’ (page 6), SK-II has also created a #CHANGEDESTINY fund in line with its brand purpose. The fund will contribute US$1 for every view generated by the SK-II STUDIO films, in support of women in pursuing their destiny to create positive change.
“At SK-II, we are a human brand. We believe in the power of human stories and storytelling to influence culture, overcome social biases and stereotypes and create positive change,” says Global SK-II Chief Executive Officer Sandeep Seth.
“Our purpose at SK-II has always been to help millions of women #CHANGEDESTINY by standing up to pressures and expectations that are pushed on us every day. As pressure should never dictate our choices.”
“It is no longer about selling products, creating ads and driving promotions but engaging her – head, heart and soul.”
global sk-ii chief executive officer sandeep seth
“We’ve gone through an unprecedented year of change. Our consumers are now expecting so much more from brands and businesses. There is so much more on their minds than just skin and beauty. They believe in brands that have a voice and take a stand on issues that matter to them. It is no longer about selling products, creating ads and driving promotions but engaging her – head, heart and soul.”
“This is why we are committed to invest behind purpose and brand storytelling with our very first film studio division – SK-II STUDIO – to take on important social issues that are impacting women and the mission of #CHANGEDESTINY to life.”