Since it is towards the end of the semester and we’re all killing our brain cells trying to come up with suitable “big ideas” for our brands, this blog post may shed some light on your projects.
At the beginning of 2015, a well-known cosmetic brand named SK II launched its new campaign #ChangeDestiny. It is an empowerment campaign with the messages that we all have the power to make our lives better, and no one and nothing can dictate our lives but us.
From my memory, Sk II used to be labeled as the upscale skin care products for wealthy women. However, as time changes, an increasing number of younger and working women started to use SK II’s products. This younger group of customers has the economic power to treat themselves and the will power to make decisions for themselves.
Since the launch of #ChangeDestiny, SK II has aired a series of storytelling videos. All of these videos tell stories of different people’s life journeys and how they (mostly women) have overcome obstacles.
Recently, SK II added a new video to the series. This video featured a certain group of women that are labeled as “leftover women”. The phrase “leftover women” describes single women over the age of 25. In the documentary-like video, “leftover women” expressed their wishes of becoming independent and confident women, as well as their stresses of being criticized by society and their parents.
The video soon went viral. Along with popularity and high numbers of views came bipolar comments. Some felt inspired by the video to become strong, independent, and confident women, while others disapproved of the using of the phrase “leftover women”. Since all SK II’s previous videos were about one single person’s life and the new video targeted a stereotypical group, controversies have grown tremendously with popularity.
Please watch the attached video (with subtitle turned on) and share your thoughts on SK II’s newest movement.