THE WHAT? American gymnast Simone Biles joins a slew of athletes to star in SK-II’s #NoCompetition campaign, which aims to remove the toxic competitive nature surrounding beauty in sport.
THE DETAILS Launched to align with the Olympic Games Tokyo 2020, SK-II has also signed up Chinese swimmer LiuXiang, table tennis player Ishikawa Kasumi, badminton duo Ayaka Takahashi and Misaki Matsutomo, surfer Mahina Maeda, and the Japan national volleyball team Hinotori Nippon.
SK-II launched an advert on its YouTube channel as part of the campaign.
Speaking to People, Biles said, “Personally, I feel like it’s something that’s not talked about a lot — especially in the athletic world — and I think it’s a really important conversation to have. And I don’t think I’m the only that feels that way, so partnering with SK-II was neat for me because [together] we get to bring this topic to the surface.”
As part of the campaign, the athletes involved have taken to their respective Instagram pages to open up about their personal experiences of toxic beauty competition in sports.
THE WHY? The campaign aims to raise awareness about the unnecessary comparisons and judgements between the way sports stars look.
Sandeep Seth, Chief Executive Officer of SK-II, said in a statement, “Competition in beauty has always been present. But it is impossible to ignore how unhealthy it has become these days, fuelled by culture, media, society and beauty brands like ours. We all have part to play. As a beauty brand, our role is to help build confidence and spread positivity and not create pressure and toxicity.”