SK-II Explores China's Heartbreaking Marriage Market for Its #changedestiny Movement
A campaign in which self-love and independence triumphs.
As a prevalent expectation among Chinese families, women are faced with overwhelming pressure to get married before the age of 27 or are confronted with the shame of being labelled a “Sheng Nu” or “leftover woman.” A product of this societal “norm” is the emergence of marriage markets in many Chinese cities, where parents go to post match-making personal ads in hopes of marrying off their daughters. For its #changedestiny campaign, Japanese beauty brand SK-II speaks to a select group of brave Chinese women who courageously stand up against their society’s labels and parental pressures, and speak against this emotionally difficult process. As part of the movement, a marriage market in Shanghai’s People’s park was taken over by hundreds of independent women, sharing their powerful messages of self-love and controlling their own destinies. You can watch the triumphant video above. To learn more, you can head over to SK-II’s #changedestiny page here.