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Women Get Branded With Their ‘Expiry Date’ In Very Real Ad On Marriage Pressure
By Yoon Sann Wong, 23 Jun 2017
For many Pan-Asian women, the pressure to get married in their 20s is very real. Those who remain single are oft subjected to societal judgment, and in some cases, even looked upon unfavorably.
Following last year’s emotional ‘Marriage Market Takeover’ ad, where skincare brand SK-II challenged China’s societal norms by empowering solo ‘leftover women’, comes this new poignant film that readdresses the topic.
‘The Expiry Date’ looks at the supposed “diminishing value” of single women once they pass the age of 30. It’s a part of SK-II’s ‘#ChangeDestiny’ movement—aimed to empower all the single ladies and diminish the social stigma that one should get hitched before 25 years old.
Sandeep Seth, Brand Director at Global SK-II, explained that after launching ‘Marriage Market Takeover’, the brand discovered that many women around the world—not just in Asia—could relate to the issue.
“With ‘The Expiry Date’ film, we made the proverbial expiry date many women feel into a real one to illustrate the growing internal and external age-related pressure women face.”
“SK-II hopes to encourage a global and Pan-Asian discussion to promote the message that everyone should be able to feel proud of what they’ve achieved and who they are, regardless of age and gender and should not be constrained by artificial timelines and expiry date labels placed on them by society.”
Watch ‘The Expiry Date’ below.
[via female, video via SK-II, images via video screenshot]
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