Skincare brand SK-II, a P&G company, has announced the launch of SK-II Studio—the brand’s first film studio division and content hub dedicated to tackling social pressures impacting women.
The studio will aim to bring together filmmakers, animators, musicians, and content creators as they refocus their brand content towards driving conversations with a bigger purpose. The shift is part of SK-II’s brand purpose, #CHANGEDESTINY.
A slate of eight original films will be unveiled this year, with the first being released on March, 29th. “The Center Line” was directed by Japanese film director Hirokazu Koreeda. The film explores how destiny is not a matter of chance but a matter of choice.
SK-II will also be setting up a #CHANGEDESTINY fund, contributing $1 for every view garnered on each SK-II Studio film in support of women in pursuing their destiny to create positive change. Total contribution to the #CHANGEDESTINY fund will be capped at $500,000 USD. Participating organizations will be announced at a later date.
“At SK-II, we are a human brand. We believe in the power of human stories and storytelling to influence culture, overcome social biases and stereotypes and create positive change. Our purpose at SK-II has always been to help millions of women #CHANGEDESTINY by standing up pressures and expectations that are pushed on us every day. As pressure should never dictate our choices,” said Sandeep Seth, Chief Executive Officer, Global SK-II.
“We’ve gone through an unprecedented year of change. Our consumers are now expecting so much more from brands and businesses. There is so much more on their minds than just skin and beauty. They believe in brands that have a voice and take a stand on issues that matter to them. It is no longer about selling products, creating ads and driving promotions but engaging her—head, heart and soul. This is why we are committed to invest behind purpose and brand storytelling with our very first film studio—SK-II STUDIO to take on important social issues that are impacting women and mission of #CHANGEDESTINY to life.”
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