This SK-II Ad Fights Back Against China's 'Leftover Women' Stigma
Rahul Kalvapalle — June 9, 2016 — Marketing
Chinese skin-care brand SK-II has launched an extremely emotional and powerful ad campaign that sheds light on the branding of Chinese women as "sheng nus" or 'leftover women' if they're still single after the age of 25, and aims to alter societal perceptions of single women of a certain age.
The ad campaign centers around a film that shows the pressure that women face from their parents and from society at large to marry young. The film also depicts women battling against societal judgment as well as their own parents as they try to showcase their own individuality in society rather than have their worth determined by their marital status.
The SK-II ad ends with women finally managing to get their message through to their parents, and in doing so gaining a sense of empowerment that is in keeping with SK-II's philosophy, making this an ad campaign that promotes an important social message while effectively promoting a brand at the same time.
The ad campaign centers around a film that shows the pressure that women face from their parents and from society at large to marry young. The film also depicts women battling against societal judgment as well as their own parents as they try to showcase their own individuality in society rather than have their worth determined by their marital status.
The SK-II ad ends with women finally managing to get their message through to their parents, and in doing so gaining a sense of empowerment that is in keeping with SK-II's philosophy, making this an ad campaign that promotes an important social message while effectively promoting a brand at the same time.
Trend Themes
1. Challenging Societal Norms - This ad campaign highlights the potential for brands to challenge and change societal perceptions by addressing cultural stigmas.
2. Empowerment Through Storytelling - The use of emotional storytelling in advertising can create a powerful message that empowers individuals and promotes a brand's values.
3. Promoting Social Change - Brands can leverage their platforms to promote important social messages and contribute to positive societal change.
Industry Implications
1. Skincare - In the skincare industry, there is an opportunity for brands to align themselves with social causes and challenge traditional beauty standards.
2. Advertising - In the advertising industry, there is a growing need for innovative and impactful storytelling methods to engage audiences and deliver meaningful messages.
3. Social Activism - The social activism industry can benefit from collaborations with brands to raise awareness and promote social change through targeted campaigns.
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