Chinese Beauty Brand Delivering Positive Message About Unmarried Women
by April Maguire
In China, women are traditionally expected to be married by the age of 25. The social pressures are so strong that if a woman is not wed by that time, she is often shamed by her family and other members of society. In fact, there is even a derogatory term in China, "sheng nu," which means "leftover woman" and is used to identify unmarried women that are past their prime.
For unmarried women in their late 20s and 30s, there is a marriage market in China, where parents advertise their daughters to potential suitors. Among the list of attributes that are typically included in these advertisements are the woman's weight, height, personality and salary.
Recently, however, an Asia-based beauty company, SK-II, has decided to push back against this marriage market. In an attempt to tear down this shameful, outdated practice, SK-II has created a campaign focused on female self-esteem and empowerment.
Taking Over the Marriage Market
As part of their marriage market takeover, SK-II created their own series of marriage ads. But rather than the traditional advertisements, meant to sell unmarried young women to eligible bachelors, SK-II's ads deliver an inspiring message, with numerous strong, independent young women saying that they want the freedom to create their own destinies.
To date, hundreds of women have contributed to the project, and already the effort seems to be paying off. Parents of these women, who have made demeaning, demoralizing statements about their unwed daughters in the past, are so moved by their daughters' words that many of them have reportedly had a change of heart about the marriage market.
A Global Message
Unfortunately, China isn't the only country in the world where society looks down on unmarried and independent women. Remember, for much of the 20th century in the United States, many people felt that a woman's sole purpose was to be a doting wife and mother. Sadly some people still hold this view.
The fact that this antiquated view still exists makes SK-II's message of female empowerment all the more meaningful from a societal perspective, but it's also important from an advertising perspective as well. Traditionally, beauty products have been marketed based on fear – fear of not looking attractive, fear of not being accepted by your peers. But by refocusing that message and emphasizing strength, independence and empowerment, SK-II has brought much-needed positivity into the world of beauty and skin care products.
Ultimately, SK-II’s message of female empowerment is important globally. And it serves as an important reminder to both old and young alike that everyone should be free to shape their own future.
If you or someone you know would like to learn more about healthy skin, please feel free to schedule a consultation or contact one of our representatives today!
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4 Amazing Ingredients to Include in DIY Skincare Treatments
Can You Improve Your Skin by Doing Yoga?
The Benefits of Yogurt for Skin (Internally and Externally)
9 Top Foods for Terrific Skin
The Future of Dermatology Procedures 2017 Scholarship – Healthy Skin Portal
11 Easy Ways to Keep Skin Looking Terrific
Tips for Eating Chocolate and Not Harming Your Skin
Summer Skincare Essential: Face and Body Scrubs
Seven Foods for Terrific Skin
6 Amazing Tricks to Improve Your Skin
What are the Best Treatments for Your Skin?
Are Your Daily Habits Destroying Your Skin?
ASA Offers Up Seven Principles for Healthy Skin
Does the Wrong Mix of Skin Bacteria Cause Acne?
Can Probiotics Help Acne?
How Do Celebrities Keep Their Skin Looking Great?
What Should You Be Eating to Help Your Skin?
7 Korean Beauty Products That You Should Own
It's Time to Get Ready for Great Looking Summer Hair and Skin
Six Skincare Tips from Different Cultures
Top Beauty Tips on a Budget
Three Simple Mistakes That Could Be Ruining Your Skin
Essential Ingredients for a Great Complexion
Six Foods to Help Hydrate Your Skin
New Ideas for Morning Skincare
The Surprising New K-Beauty Super Ingredient: Watermelon
Five Simple Foods to Boost Your Skin
Keeping Your Skin Healthy in the Summer
Top Skincare Tips for Guys
5 Amazing Skincare Products That Are Cruelty-Free
The Best Selling Beauty Product on Amazon Will Surprise You
How Does Stress Impact Your Skin?
4 Acids That Will Actually Help With Your Skin
Want Better Skin? Here Are Six Foods to Help You Get It
What You Need to Do to Keep Great Skin for Life
How Much Skin Should Be Removed With a Mole?
Is Your Pillowcase Destroying Your Skin?
Jessica Alba's Skincare Line
Fall and Winter Skincare for Men
How to Create An Effective Daily Skincare Routine
4 Supplements You Should Be Using for Your Skin
Collagen Powder: The Next Skincare Secret or Another Passing Fad?
How Do You Pick The Right Moisturizer?
7 Ways to Protect Your Skin This Winter
8 Top Smoothie Ingredients for a Radiant Complexion
Five Water-Rich Foods Your Skin Needs
Uncovering the Secret of the Japanese 4-2-4 Cleansing Technique
Avocados: A Very Healthy Fruit
Using Superfood-Enhanced Beauty Products
Six Tips to Avoid Bad Skin Days
New Technology Allows Restoring of Your Own Collagen and Elastin
How to Slow the Skin's Aging Process
Important Supplements for Aging Skin
How Dermatologists Take Care of Their Skin
How Traditional Thanksgiving Foods Affects Your Skin
How to Use Chocolate to Get Better Skin
Simple Life Hacks for Your Skin
Natural Remedies to Keep Your Skin Looking Great This Winter
Organic Skin Care on the Rise
Little-Known Skincare Rules That Everyone Should Follow
Probiotics for Great Skin
A Supermodel's Skincare Secrets
Your Skin-Friendly Grocery List
Could Oil Cleansing Save Your Skin?
Beauty Device Market Set to Rise in Coming Years
How to Keep Your Skin Radiant Even in Winter
Night Cream: The Key to Healthy Winter Skin
Beauty Brands Harnessing the Power of Superfoods
4 Ways Alcohol Damages Your Skin
How Probiotics Help Skin
4 Ways to Maintain Flawless Skin in the Dead of Winter
Microbiome Imbalance in Gut May Lead to Acne
The Best Diet for Terrific Hair and Skin in Winter
Is Coconut The Key to Healthier Skin?
Celebrities Struggle with Acne Too
Six Ways to Improve Your Skin
What You Need for a Skin-Friendly Diet
Five Simple Steps to Healthier Skin
Why Vaseline is Still An Excellent Choice for Skincare
Dermaplaning Myths Debunked
What Are The Best Ways to Deal with Blackheads?
Say Goodbye to Dry Skin
Yoga Can Help Your Skin
Using a K-Beauty Routine to Tackle Eczema
What is Your Skin Barrier and How Can You Protect It?
Five Top Foods for Maintaining Healthy Skin
Little-Known Tricks to Give You Better Skin
How Can Ayurveda Principles Help Your Skin?
Five Foods with Top Beauty Benefits
Get Your Skin Ready for Summer
3D Printing Could Replace Skin Grafts
Adjusting Your Vitamin D Levels During The Summer
Using Orange Peels to Improve Your Skin
Carotenoids: The Secret to Healthy Skin
Your Greatest Ally in the Quest for Flawless Skin: Vitamin C
Japanese Skincare Routine May Outshine Popular Korean Routine
Six Ways to Help Your Skin Beat The Summer Heat
Consume Fruit for Radiant Skin
New Study Shows Importance of Key Enzyme in Skin Diseases
Bad Habits to Break for Great-Looking Skin
Papaya for Skin Care
Five Fun Ways to Get More Watermelon in Your Diet
Busting Skincare Myths
Tips for Achieving Glowing Skin
Giving Your Skin That Alkaline Glow
Vitamin C for Healthy Skin
Using Collagen to Improve Your Skin
What Can Mushrooms Do For Your Skin?
Vitamin E: The Secret to Beautiful Skin
Regular Facials Keep Skin in Top Condition
Top Foods for Glowing Skin
The Power of Magnetic Masks
Five Top Vitamins for Great Hair, Skin and Nails
When to Ditch Old Makeup
What Do Experts Recommend for Your Skin?
Maple Leaf Extract May Prove The Next Anti-Wrinkle Miracle Ingredient
Essential Winter Skin Care
Does Your Skincare Routine Need a Cat-Face Towel? Absolutely!
Six Overnight Skincare Products for Daytime Beauty
How a 22-Year-Old Created an Empire of Vegan Skincare Products
Revolutionary New Process Could Help Regrow Damaged Skin
Cinnamon for Skin Health
Does The Key to Beautiful Skin Lie in Your Gut?
How to Have Truly Healthy Skin
Five Tricks Everyone Should Know to Keep Their Skin Looking Great
The New Three-Minute Skincare Routine
Nine Foods That Improve Skin
Cold Weather Skin Tips
Do You Want Amazing Skin? Here's Your Beverage Guide
Drinking Coffee Can Actually Help With Rosacea
How Hypertension Can Destroy Your Skin