SK-II: #ChangeDestiny I Never Expire campaign

SK-II, a luxury skincare brand, created a new campaign 'The Expiry Date' and turned the proverbial expiration date many Chinese women feel like they have into a real one.

Campaign details

Brand: P&G SK-IIAgency: DeVries Global

Summary

Campaign Summary

In 2015, SK-II launched the largest ever campaign #changedestiny globally, and hopes to encourage women all around the world to control and change their destiny.

In 2016, under the concept of #changedestiny, SK-II decides to focus on the current situation of society, and launched a documentary named Marriage Market. SK-II advocated for more options for women, and encourages women to make their own choices of finding love and deciding when to get married. After SK-II Marriage Market viral out, many Chinese female elites joined #changedestiny campaign and...

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