Why Must We Put An Expiry Date On Women?

Hi Huneybees,

I bet through your years, you would have heard things like "You are 30 years old and why are you not dating?", "How old are you? Oh! Why are you not dating yet? Women should be married at your age!" Blah~ Blah~ Blah~

Seriously, don't let others put an expiry date on you, your destiny lies in your own hand! It's time to shake those unspoken timelines society places on women with SK-II!

Do we have an expiry date?
And  If we haven’t ticked all the right boxes, are we worthless after turning 30?Or can things be different?
Can we decide for ourselves who we are?

In a follow-up to last year’s viral “Marriage market takeover” campaign in China, skincare brand SK-II has teamed up with Forsman & Bodenfors again to shed light on the pressure women face as they age.

The centerpiece of the new campaign is “The expiry date” that stretches beyond China to include Japan and South Korea in order to create worldwide discussion.

In it, SK-II turns the proverbial expiration date many women feel like they have into a real one. The 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 as an increasingly visible physical expiry date imprinted on their forearm.

More than half of women in Asia surveyed felt uncomfortable and offended by other people’s view on their status especially with regards to topics about their age or marital status. Almost 72% of women in Korea and 62% of women in China have experienced this discomfort and scrutiny. 

Japan and Korea emerged as the two most extreme countries where women feel unhappy about getting older — almost 6 out of 10 Japanese women and more than half of South Korean women feeling this way. 

In China, finding a suitable partner for marriage is the biggest cause of concern among single women under 30 with more than 6 out of 10 single Chinese women under 30 sharing this concern. 

These findings underline a broader social issue connected to age-related pressure.

Beyond the film, SK-II looks to facilitate a conversation around the stigma of age-related pressure by encouraging a regional social movement under the hashtag “#INeverExpire”- creating a welcoming arena for women to share their inner thoughts on the subject.

Can we change destiny by changing our thoughts?

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