SK-II: The Marriage Market Takeover: How giving ‘leftover’ women in China a voice transformed a luxury skin care brand

SK-II, the Japanese luxury skincare brand owned by P&G, decided to give a voice to the 'leftover women' of China.

Campaign details

Brand: SK-II Advertiser: P&G Agency: Forsman & Bodenfors


In China, a harmonious family is considered the bedrock of a stable society. For that reason, the Chinese Government has focused on population planning, striving for a 'high quality' population, meaning that it needs the educated and affl and the growing fear of a decreasing population, millions of successful single women of China have been shamed into marrying early to ensure their childbearing years are not wasted.

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