This SK-II Ad Fights Back Against China's 'Leftover Women' Stigma

By: Rahul Kalvapalle - Jun 9, 2016
References: youtube & adweek
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.