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Luxury skin care brand brings campaign over from Asia.
April 30, 2018
By: Christine Esposito
Editor-in-Chief
SK-II is extending its latest #INeverExpire campaign to the US. The #INeverExpire initiative addresses the topic of age-related pressure, inspiring women to liberate themselves from societal expectations around age and live their lives on their own terms. The global #INeverExpire campaign premiered last year in Asia with The Expiry Date, a moving film that powerfully showcases the proverbial expiration date – age 30 – that many women feel. This film received more than 100 million global views across all platforms and sparked a Pan-Asian discussion around age-related pressures. The US campaign is launching with a series of empowering videos, bringing to life the authentic age-related pressures experienced by real women. The women discuss and share the manifestations of age-related pressures in America, from overt societal biases to the unconscious self-imposed barriers and expectations. It will feature five dynamic personalities –Chloe Bennet, actress; Elaine Welteroth, award-winning journalist and former editor-in-chief of Teen Vogue; Aimee Song, fashion influencer and founder of the blog Song of Style; Lauren “KITTENS” Abedini, DJ and producer; and Sophia Amoruso, CEO and founder of GirlBoss – the videos introduce #INeverExpire to a new audience in the US. The first video, launched today on SK-II.com features actress Chloe Bennet (see below). The next video will be released later this week, according to the skin care brand.
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