This International Women’s Day, global skincare giant SK-II launched a thought-provoking campaign that’s resonating deeply with Chinese audiences. “More Youthful With Age #越大越不ZHUANG” (Bigger Than Makeup) tackles the pressure women face to conform to beauty standards as they get older.
Challenging the “Zhuang” Ideal
The campaign centers around the concept of “Zhuang,” a Mandarin term with a double meaning: “to put on a mask” and “to apply makeup.” SK-II highlights a survey revealing that 80% of Chinese women feel compelled to “Zhuang” to meet societal expectations around aging.
However, a social media counter-current is emerging. Women are reclaiming their narratives and embracing their authentic selves, even if it defies expectations.
Docuseries Chronicles Transformation Journeys
“Bigger Than Makeup” features a captivating docuseries chronicling the journeys of five remarkable women in their 30s to 60s. These long-term SK-II users each chose to “Bu Zhuang” (don’t mask themselves) as they aged, pursuing unconventional paths.
The film, co-created with bare-skin photographer Shan Dian Sui, a pioneer of the “Liberate Your Beauty” movement on Little Red Book, has garnered massive attention. With over 14 million views and 400 million video views across Chinese platforms, it’s sparked passionate discussions and media coverage.
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Authentic Stories Inspire Change
The featured women’s stories resonate with the changing values of Chinese women. They defied societal norms by pursuing passions after divorce, starting businesses later in life, choosing to stay single, or defying marriage age expectations.
These powerful narratives have ignited a movement on Little Red Book, with thousands sharing their own courageous decisions to “Bu Zhuang.”
SK-II: A Champion of Choice
This isn’t SK-II’s first foray into challenging societal norms that affect women. Their #CHOOSEDESTINY philosophy empowers women to define their own destinies, both in skincare and in life.
“Chinese women are facing more expectations than ever before, and they’re responding with a growing trend towards independence and self-aspiration,” shared Sue Kyung Lee, CEO, Global SK-II. “At SK-II, we believe in inspiring women to choose their destiny, and ‘More Youthful With Age #越大越不ZHUANG’ seeks to champion women who have found the courage to ‘BU ZHUANG’ and proudly show their unique journeys to their truest selves. With the incredible response that it has gotten so far, we hope that this will continue to inspire women around the world to be unafraid to ‘BU ZHUANG’ as they age.”
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