Are women constantly masking themselves to fit within society’s expectations?
That was the question posed by global prestige skincare brand SK-II in a compelling film launched recently to celebrate International Women’s Day (8 March).
The film, titled More Youthful With Age #越大越不ZHUANG, features a docuseries chronicling the transformation journey of five women as they learn to embrace their bare skin and true selves as they age.
SK-II said the film has quickly catapulted into one of the most viral and talked-about brand topics on Chinese social platform Xiaohongshu (Little Red Book).
The brand noted the film has sparked passionate discussions on how women are expected to look as they grow older. It has also resulted in a courageous sharing of the choices they have made “to stand apart and find their truest selves”.
SK-II said the More Youthful With Age #越大越不ZHUANG films throw a much-needed spotlight on women choosing to be true to themselves.
The series also shows them standing up to the concept of ZHUANG, which holds a dual meaning in Mandarin – both to mask by ‘putting on a front’ and ‘putting on your face (with makeup)’,
Based on a P&G-commissioned survey in February 2023 of 150 respondents aged 18 to 35, 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, SK-II said, 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.
In collaboration with bare-skin 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.
In the two weeks after launch, the film went viral on the Chinese internet with over 14 million views on Little Red Book, over 400 million views on Douyin, over 400,000 engagements and “overwhelming” mainstream coverage including top national news such as CCTV, Xinhua and People’s Daily.
The five women’s stories reflect the changing values and lifestyles of everyday Chinese women across varying narratives – pursuing her passions after a divorce; restarting life at 60 years old; choosing to stay single; giving up a high-paying executive job to start up a business of her dreams; or defying marriage age expectations, the five women’s stories reflect the changing
SK-II said More Youthful With Age #越大越不ZHUANG has prompted thousands of women to come forward on Little Red Book and share their own courageous choice to BU ZHUANG.
The company said this is not the first time it has shed light on societal matters that affect women, noting its brand purpose is to give them courage to choose their own destiny – in skin or in life.
#CHOOSEDESTINY
Inspired by the stories of women from around the world, SK-II’s #CHOOSEDESTINY philosophy celebrates how destiny is not a matter of chance, but a matter of choice.
It has resulted in an array of award-winning campaigns such as 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 and 2018’s Meet Me Halfway.
These were complemented by 2022’s My Destiny, My Choice, an industry-first interactive film that immersed viewers in the story through interactive choices. It has just won Gold for ‘Best Use of Cultural Insights in a Film’ at the Creative Circle Awards 2024.
“Chinese women are facing more expectations than ever before, and they’re responding with a growing trend towards independence and self-aspiration,” said Global SK-II CEO Sue Kyung Lee.
“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.” ✈
