SK-II, a chinese skincare brand took over the “marriage market” where chinese parents post personal ads for their daughters. These ads include listing the height, weight, salary, values and personality. An unmarried woman over the age of 25 is considered to be “sheng nu” or “leftover woman”. This derogatory term has affected a number of women’s lives.
With this campaign, SK-II is taking a positive approach in helping these women face the pressure and the film shows the marriage market in Shanghai’s People’s Park being taken over. A huge and beautiful installation was made with SK-II’s own ”marriage ads that were in fact not ads but messages from hundreds of independent women, stating that they want to be in control of their own destiny. By doing so, a platform was created from where the women could voice their thoughts.
In addition to taking a stand for their right to marry in their own time, the women are asking for support to help change the perception of the word. They want to reconstruct the mutual respect between generations, increase society’s understanding of women’s right to choose their paths in life freely and take control of their destinies.