Procter & Gamble has teamed up with Sweden’s Forsman & Bodenfors to create a strong video campaign for its new SK-II skincare brand, which looks at the social pressures of pan-Asian women to marry young. 

The video follows girls as they grow up in Japan, China and South Korea with a date printed on their arms, which highlights society’s expectation of marriage before a certain age. 

Part of the brand’s ongoing ‘Change Destiny’ message, the advert voices the words, “If we haven’t ticked all the right boxes, are we worth less after we turn 30? Or can things be different? Can we decide for ourselves who we are, who we aspire to be, what really matters? Can we change destiny by changing our thoughts?”

The move gives consumers food for thought regarding the social pressures placed on them, and follows a similar video last year which caused controversy by highlighting the Shanghai ‘marriage market’ by depicting adults finding husbands and wives for their unmarried children – a advertising concept which gained global recognition.