Global prestige skincare company SK-II has deployed its #CHANGEDESTINY Fund to support women-owned businesses and female entrepreneurs that have been financially impacted by the COVID-19 crisis.
In March 2021, SK-II launched SK-II STUDIO, the brand’s first film studio division and content hub. The concept was inspired by SK-II’s purpose #CHANGEDESTINY, as the world emerges from unprecedented times caused by the global pandemic.
SK-II STUDIO is dedicated through the power of film and storytelling to tackling social pressures impacting women today.
SK-II is contributing US$1 for each view garnered by the SK-II STUDIO films to help women find their destinies and create lasting positive change. The contributions are capped at US$500,000 for 2021. To date, SK-11 STUDIO’s films have amassed over 700 million views globally.
As reported, SK-II STUDIO’s latest film, ‘Beyond the Stadium’, juxtaposes the stories of female athletes with the struggles of female entrepreneurs keeping their businesses alive amid a global pandemic.
The health crisis has been a tough set-back for small businesses globally and especially in Japan with the postponement of the Olympic Games Tokyo 2020 until this year. 87% of women business owners globally have been adversely affected by the pandemic.
The proceeds will fund a year-long programme that supports participating women-owned businesses and entrepreneurs in Tokyo. The programme was launched in partnership with Shibuya City and MEETALK, a Tokyo-based female business network.
Learn, Connect and Access
The programme aims to empower women with digital skills and expand their business networks. Its three-pronged approach — Learn, Connect and Access — tackle the biggest challenges that female-owned businesses face today. The first one-month workshop will kick off on 21 July, 2021.
Learn involves a training bootcamp and one-to-one business consultation on social commerce, international expansion and enhancing digital activities. It is supported by Facebook Japan and Google Japan.
Connect seeks to link female entrepreneurs to a wider business network and match them with relevant role models and mentors, while Access lets women-owned businesses reach wider audiences through brand building experiences on SK-II’s platforms. This includes access to SK-II City, a virtual city that transports users to an interactive digital recreation of the bustling Shibuya Crossing.
A force for good
P&G President of Skin and Personal Care Markus Strobel and Shibuya City Mayor Ken Hasebe inaugurated the launch of the #CHANGEDESTINY Fund programme.
Commenting on SK-II’s role in helping female entrepreneurs rise above the crisis, Strobel said: “In these unprecedented times we are in, consumers have a much higher expectation towards brands and businesses. We know that we have an even larger social responsibility to the communities we operate in and be a force for good.
“#CHANGEDESTINY is at the heart of our brand purpose at SK-II. For years, we have celebrated how destiny is not a matter of chance, but a matter of choice through the stories of courageous women around the world. We thank all the consumers who have joined us in this journey.
Strobel added, “The launch of our first #CHANGEDESTINY Fund program with Shibuya City and MEETALK is a big step forward in our #CHANGEDESTINY journey. It means a lot to us, as the worldwide partner of the Olympic Games Tokyo 2020, to be able to turn inspiration and views from our SK-II STUDIO films into action with the #CHANGEDESTINY fund to support women-owned small businesses and entrepreneurs who are fighting to keep the businesses of their dreams alive.”
Hasebe commented, “Today, Shibuya City and SK-II formalise our partnership agreement in support of female entrepreneurs and small business owners in Tokyo. With this, we will facilitate the growth of social infrastructure to become a start-up hub where female entrepreneurs and small business owners can rise above the current challenges to shine.”
Beyond the Stadium
To date, SK-II Studio has released eight films, including ‘The Centre Lane’ starring Japanese swimmer Ikee Rikako, and the six-part anthology ‘VS Series,’ which starred six different female athletes.
Its eighth and last film for the year, ‘Beyond the Stadium’, is narrated by award-winning actress and long-standing SK-II brand ambassador Kaori Momoi.
The Tokyo-based female entrepreneurs featured are Kien kimono store owner Mai Odajima; Daisanmanendou Hanare Japanese ‘wagashi’ confectionery proprietor Reika Yasuhara; On Flowers owner Ai Hashimoto; NY Café Japanese rice ball store’s Naoko Yoneyama; and Hasuna ethical jewellery store founder Natsuko Shiraki.
https://youtu.be/S1j_VplZjSU
To find out how you can help women-owned small businesses and entrepreneurs as part of the #CHANGEDESTINY Fund program, please visit https://city.sk-ii.com/.
SK-II brings ‘Social Retail’ to life with China Duty Free Group
In May, The Moodie Davitt Report unveiled a Spotlight Series eZine dedicated to SK-II, which told the tale of a collaboration that stretched into territories previously unseen in travel retail.
The eZine showcased SK-II’ s ‘Social Retail’ pop-up store, launched in partnership with China Duty Free Group. It was hosted at the Sanya International Duty Free Shopping Complex in Haitang Bay, as well as the Mova Mall in downtown Haikou.
