Popular skincare brand, SK-II has teamed up with Forsman & Bodenfors once again to shed light upon the issue most women dread as they grow older – ageing.
This time around, the global prestige skincare brand is showcasing a new campaign that stretches beyond China to include Japan and South Korea, titled The Expiry Date. And guess what? It comes with a short movie too.
The campaign’s short film follows the journey of three women as they pass through stages in life with growing internal and external pressure of timelines placed on them by society, manifested creatively as an increasingly visible physical expiry date imprinted on their forearm.
You can view the video above, and watch it unfold the unspoken timelines society places on women and spark a conversation around age-related pressure that women all over world experience.
