Procter & Gamble skincare brand SK-II doubles down on content inspired by its purpose-driven mission, #CHANGEDESTINY, as the world re-emerges from unprecedented times. The prestige skincare brand announced the launch of SK-II Studio, which will function as an internal film studio division and content hub dedicated to tackling social pressures impacting women today through the power of film and storytelling.
This year, SK-II Studio will be unveiling a slate of eight original films, the first being The Center Lane, directed by award-winning Japanese director Hirokazu Koreeda, which will be released on March 29. Through the inspirational story of swimmer Ikee Rikako’s return to competitive swimming, The Center Lane explores how destiny is not a matter of chance, it’s 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 pursuing their destiny to create positive change, as part of its brand purpose this year. Total contribution to the #CHANGEDESTINY fund will be capped at $500,000.
“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 [to] pressures and expectations that are pushed on us every day. As pressure should never dictate our choices,” shared 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.”
This initiative is at the heart of the SK-II brand philosophy that celebrates how destiny is not a matter of chance, but a matter of choice. Inspired by the stories of women from around the world, #CHANGEDESTINY sheds light on the pressures they face and the universal “box” they are put in to be perfect in society’s eyes. Award-winning #CHANGEDESTINY campaigns include 2016’s Marriage Market Takeover that put a spotlight on the labels of “Sheng Nu” or “Leftover Women” in China; 2017’s The Expiry Date; 2018’s Meet Me Halfway; and 2019’s Timelines, a docu-series in partnership with renowned journalist Katie Couric about the evolving and controversial topic of marriage pressure and societal expectations women face globally.
