Wednesday, 28 June 2017

I Never Expire: #ChangeDestiny*

Do you use anti-aging? I do. After all, prevention is worth a pound of cure, right? I think pretty much everyone I know does in some way. It's usually just an eye cream, or  a thick night cream, but we're still all looking to turn back the hands of time and look younger in our own way. You might not even know that you're using it. These magic 'actives' are in pretty much everything, and their marketing is sometimes scarily present in our everyday lives. But is there a deeper meaning behind anti-aging for many of us? Are we slathering products on to look younger for someone other than ourselves?

In Korea and China, many women face pressures to get married and have it "together" by thirty, or other big age 'milestones'. In China, there is even a day called "Bare Branches Day". November 11th. It's pretty much a "Singles Day" and consumers are encouraged to spend online to drown out the voice in the back of their head that says "you need to get married and complete your life" constantly. 

SK-II are promoting the idea "I Never Expire" in their short film on Youtube. It's a huge step forward for a large beauty brand to start to developing a blockade against social stigmas and pressures in 2017, and this is an outstandingly positive message that is seeping through the cracks of our everyday marketing for products - and that is what makes it so interesting.

"If we haven't ticked all the right boxes,
are we worth less after turning 30?"



The short film "I Never Expire" is about age-related pressure to marry, and essentially have someone next to you because you're expected to by family, friends, and social pressures. The "expiry date" is visibly clear and "worn" by the women featured in the video on their arm. It's seen by everyone, and the clock is always ticking for them, no matter where they are - travelling on the train, at the gym, or at a nightclub. SK-II are encouraging women to feel proud of their achievements and who they are, no matter how old they are. There is no expiry date on being successful and proud of yourself for your achievements.

It's a very powerful feminist message that definitely resonates with me more as it is coming from a beauty brand, and we all know that they typically encourage us to moisturise away wrinkles, exfoliate away dead skin and rejuvenate ourselves to look younger every day. It's almost like a friend saying, "Sure, you can use anti-aging creams, but you don't need to use them for anyone but yourself."


We have all felt the pressure of expectations at some point. We see on social media when our friends move upward in their careers and "life timeline" quicker than us, and we're hyper aware of photoshop, money and what society tells us to do.. which is exactly why I love this campaign. It promotes a fiercely passionate and feminist approach to change. It's promoting loving yourself and forgetting about anything but that, in the best possible way.

"Can we decide for ourselves?"


What do you think about the campaign? 
Do you believe that "expiry dates" for women are as strong as ever, or is society changing?

#INeverExpire

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This post is a paid advertorial for the campaign 'I Never Expire' by SK-II
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20 comments

  1. Yes, no one should ever be putting pressure on someone to marry. That's silly. People will do it when THEY are ready.

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  2. Oh my goodness I can relate to this! I don't think I'm old at all but my parents keep putting pressure on me to finally settle down (I'm 26) and get marries. I'm like no thanks I'll go live in a new country instead lol.

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  3. This is a beautiful message. No matter what your situation in life, you never expire!

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  4. Yea being Latina I had those pressures from my family but at the end of the day I have to do what is right for me

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  5. Oh..this is not right at all. People should get married when they feel it's right. Great campaign.

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  6. I love this post; I'm turning 28 and though I have a lot of things to be proud of in terms of accomplishment it's also.. umm soo when's that engagement ring coming?!?! But the biological clock is VERY real, so as much as we might want to place blame on society... there is still a tiny bit of validity in the anxiety.

    p.s. i use SK-II eye treatment and I love it!

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  7. It amazes me how society today has put so many pressures on people to look younger or get married so soon. I'm a firm believer to age gracefully and getting married when you're ready not on someone elses time frame.

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  8. This is one of my favorite brands!

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  9. I think everyone deserves to be happy, married or not married. I would rather take my time and be with someone I love, instead of just wanting to get married.

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  10. I am one of those 39 year old moms with a one year old kid. I studied for 10 years so I just closed my ears to the "you should marry now" voices!

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  11. It's never too soon to take care of our skin. The concept of expiring is so strange to me. Society shouldn't dictate anyone's readiness for marriage, children etc.

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  12. I love this so much. This is a great message. I'd love to be a part of this movement if there is any way I can help

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  13. This is a nice message. You shouldn't worry too much about society, be yourselves and live your life the way you want to!

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  14. I can definitely understand the sentiment, and while it seems like attitudes are changing in the west for women putting their careers first, it isn't the same elsewhere yet.

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  15. I've heard of this brand before in a review I read, and I think it's great that they're challenging stigmas in society, it's really good to see a brand going above and beyond too :) x

    Velvet Blush

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  16. Marriage is a serious and life-changing step. So no one should be pressured into making that decision. Marriage has been wonderful for me, but I don't believe it's for everyone.

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  17. In the past year I have turned 60, celebrated 31 years of marriage and survived breast cancer. I'm glad I have never felt pressure to conform. No one else should either.

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  18. This is so cool. I agree that no one should feel the pressure to be something or do something. Or to have it happen on anyone else's timeline.

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  19. It's incredible the societal pressure placed on us all. I think it's important to listen to what feels right, not to listen to "society's voice" on what is supposed to be right.

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