P&G’s SK-II launches film studio division

THE WHAT? P&G-owned SK-II has announced the launch of SK-II Studio, a film studio division and content hub dedicated to tackling social pressures impacting women through film and storytelling.

THE DETAILS The unit will bring together world-renowned film makers, animators, musicians and content creators with a passion for inspiring conversations. The brand will also set up a #CHANGEDESTINY fund, donating US$1 for every view of a SK-II Studio film, capped at US$500,000, with participating organizations to be announced.

The studio will unveil a slate of eight films this year, the first being The Center Lane, directed by Hirokazu Koreeda.

“We’ve gone through an unprecedented year of change,” explained Sandeep Seth, Chief Executive Officer, Global SK-II. “Our consumers are now expecting so much more from brands and businesses. There is so much more on their minds than just skin and beauty. They believe in brands that have a voice and take a stand on issues that matter to them. It is no longer about selling products, creating ads and driving promotions but engaging her – head, heart and soul. This is why we are committed to invest behind purpose and brand storytelling with our very first film studio.”

THE WHY? SK-II will be directing more of its brand content towards ‘driving conversations’, the brand said in a statement, and the studio will help with that as well as the brand’s mission to use its voice as a force for good and elevate brand building beyond promotion-driven advertising.