https://www.youtube.com/watch?v=v3JCA4lCMGw
In this great new SKII sci-fi-esque ad, women are stamped with an expiry date from birth–and try to tackle age-related pressures. It’s a follow-up to their incredible Marketplace ad from last year. Via Marketing:
Only 2 out of 10 women in Asia described themselves as comfortable with the idea of getting older according to a new study by SK-II.
The reasons are many – pressure from family and friends, society’s scrutiny or feeling the burden to marry before an artificially created deadline is up.
More than half of women in Asia surveyed felt uncomfortable and offended by other people’s view on their status especially with regards to topics about their age or marital status. Almost 72% of women in Korea and 62% of women in China have experienced this discomfort and scrutiny.
Japan and Korea emerged as the two most extreme countries where women feel unhappy about getting older — almost 6 out of 10 Japanese women and more than half of South Korean women feeling this way.
In China, finding a suitable partner for marriage is the biggest cause of concern among single women under 30 with more than 6 out of 10 single Chinese women under 30 sharing this concern.
These findings underline a broader social issue connected to age-related pressure.