Viral SK-II Film in China Challenges Aging Expectations

“With the incredible response that it has gotten so far, we hope that this will continue to inspire women around the world to be unafraid to ‘BU ZHUANG’ as they age.”

YouTube

A recent campaign from skincare brand SK-II in China asks, “are women constantly masking themselves to fit within society’s expectations?”

As part of International Women’s Day, SK-II has launched a thought-provoking film, “More Youthful With Age #越大越不ZHUANG”, a docuseries chronicling the transformation journey of five women as they learn to embrace their bare skin and true selves as they age.

According to the campaign, it has catapulted into one of the most viral and talked-about brand topics on Chinese social platform Little Red Book, sparking discussions on how women are expected to look as they grow older and courageously sharing the choices they’ve made to stand apart and find their truest selves.


 

The brand said that the films throw a much-needed spotlight on women choosing to be true to themselves and stand up to the concept of “ZHUANG”, which holds a dual meaning in Mandarin, meaning both to mask by ‘putting on a front’ and ‘putting on your face (with makeup)’.

The campaign cites statistics that four out of five women in China have felt the need to “ZHUANG” and put on a front to fit into society’s expectations that come with age. “However, things are starting to change with growing trends on social media where women claim back their narrative and are not afraid to show their true selves, even if it means going against what is expected of them,” said a release.

In collaboration with photographer Shan Dian Sui, who started the “Liberate Your Beauty” trend on Little Red Book, “More Youthful With Age #越大越不ZHUANG” features five long-term SK-II users from their 30s to their 60s who have pursued socially unconventional lives after deciding to “BU ZHUANG” as they got older.


 

Image via SK-II

According to SK-II, over two weeks, the film went viral with over 14 million views on Little Red Book, over 400 million views on Douyin, over 400,000 engagements, and news coverage including CCTV, Xinhua, and People’s Daily.

“Chinese women are facing more expectations than ever before, and they’re responding with a growing trend towards independence and self-aspiration,” shared Sue Kyung Lee, CEO, Global SK-II.

“At SK-II, we believe in inspiring women to choose their destiny, and ‘More Youthful With Age #越大越不ZHUANG’ seeks to champion women who have found the courage to ‘BU ZHUANG’ and proudly show their unique journeys to their truest selves. With the incredible response that it has gotten so far, we hope that this will continue to inspire women around the world to be unafraid to ‘BU ZHUANG’ as they age.”

 

Read More

Creative Work

subscribe & get more brand in your diet

newsletter

get more brand in your diet

We never share your info,
we only share ours