SK-II hopes to encourage a Pan-Asian conversation about age-related pressures on women with the follow-up campaign to The Marriage Market.
The Expiry Date explores the pressure that women in China, Japan and Korea feel around the aging process and the expectations attached to the achievements and milestones women should achieve at certain ages.
The campaign launches with a brand film and is supported by a research study by SK-II which reveals just two out of 10 women in Asia are comfortable with the idea of getting older, with more than half uncomfortable and offended by other people’s view on their Read full story ›
Source: The Drum
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