Global prestige skincare brand SK-II today announces the launch of ‘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 re-emerges from unprecedented times caused by the global pandemic.
SK-II Studio is dedicated to tackling social pressures impacting women today through the power of film and storytelling.
Bringing together world-renowned film makers, animators, musicians and content creators with the passion to inspire positive change as part of SK-II STUDIO, SK-II plans to direct more of its brand content towards driving conversations with a bigger purpose around social pressures impacting women.
This is part of SK-II’s brand purpose #CHANGEDESTINY – a human brand using its voice as a force for good and growth in its ongoing journey to elevate brand-building beyond traditional promotion-driven advertising.
This year, SK-II Studio will be unveiling eight original films, the first being ‘The Center Lane’ which will be released on 29 March. Directed by award-winning Japanese film director Hirokazu Koreeda, The Center Lane explores how destiny is not a matter of chance, it is a matter of choice, as epitomised through the inspirational story of Japanese swimmer Ikee Rikako’s return to competitive swimming.
Ikee (Rikako is her given name) was diagnosed with leukemia in February 2019, just months after she became the first swimmer to win six gold medals at a single Asian Games during the 2018 Asian Games in Indonesia. She also won two silvers and was named the tournament’s Most Valuable Player – a first for a female athlete.
SK-II is also setting up a #CHANGEDESTINY fund. As part of SK-II’s brand purpose this year, the fund will contribute US$1 for every view generated by each SK-II STUDIO film in support of women in pursuing their destiny to create positive change. Total contribution to the #CHANGEDESTINY fund will be capped at US$500,000. Participating organisations will be announced at a later date.
[“I believe that taking just one action, or having one thought that’s out of the ordinary can easily change your destiny. It’s about how you want to live in this moment and how you’re going to make it count.” – Click on the YouTube icon to view the trailer for ‘The Center Lane’ featuring Rikako Ikee]
“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,” said Global SK-II Chief Executive Officer Sandeep Seth.
“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.
“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 the mission of #CHANGEDESTINY to life.”
Note: The Moodie Davitt Report will be bringing you sustained exclusive travel retail coverage of this groundbreaking initiative over coming months.
ABOUT #CHANGEDESTINY
#CHANGEDESTINY is at the heart of the SK-II brand philosophy, one 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.
Find out more about SK-II Studio’s first film ‘The Center Lane’ and #CHANGEDESTINY philosophy at https://www.sk-ii.com/
