More and more brands are appealing to the human side of their products and services as seen in this SK-ll ad campaign. Instead of focusing on its skincare, SK-ll brings to light a larger struggle Chinese women are facing, showing that they are there for their consumers in a meaningful way.
The SK-ll ad campaign specifically addresses the idea of urban millennials known as "shengnu," or "leftover women." These single women face pressure and stigma from family and friends starting as young as 27 to settle down and get married. In the video, one woman says, “People think that in Chinese society, an unmarried woman is incomplete."
By giving these women a voice, SK-II positions itself as a a brand that is more than its products, something women will associate trust and support with.