Forsman & Bodenfors — SK-II “The Expiry Date” (2:52)

“The Expiry Date” tackles age-related pressure, a common problems among women in Asia. In fact, only 2 out of 10 women in Asia feel comfortable with the idea of getting older according to a new study by SK-II, and turning 30 seems to be a source of anxiety for many.

As an extension of the brand’s #changedestiny philosophy and in a follow-up to last year’s “Marriage Market Takeover” campaign in China, global prestige skincare brand SK-II is highlighting this topic with a new campaign that stretches beyond China to include Japan and South Korea in order to create a Pan-Asian discussion.