A global prestige skincare brand born-in-Japan SK-II returns with its next SK-II STUDIO installment. ‘VS’ is groundbreaking animated anthology series to inspire every woman who has the power to #CHANGEDESTINY.
In fact, ‘VS’ Series by SK-II STUDIO is a collection of six animated films based on the life experiences of six world’s top-level athletes.
- Simone Biles, the world’s most decorated gymnast
- Liu Xiang, a world-record swimmer
- Ishikawa Kasumi, table tennis player and two-time Olympic medalist
- Ayaka Takahashi and Misaki Matsutomo, badminton duo and Olympic gold medalists
- Mahina Maeda, surfer
- Hinotori Nippon[1], the Japan Volleyball team
That is to say, they each explore what it means to take destiny into their own hands, overcoming societal pressures that often dictate how one should look, act and feel to be perfect.
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About SK-II STUDIO installment -‘VS’
So, each film within the ‘VS’ series by SK-II STUDIO explores different aspects of societal pressures that women experience: Trolls. Pressure. Image Obsession. Rules. Limitations. Machine-Like Mindsets. These are brought to life in the form of a “strange beast” or “kaiju” in Japanese. Besides, each “kaiju” sheds light on the inner demon each athlete must defeat to pursue their destiny.
A mix of animation and live-action, the ‘VS’ series spans a broad range of genres. For instance, it includes sci-fi, fantasy, action, and sports. Each episode is independent, with its universe and style. It features works by award-winning animation studios—Imaginary Forces, Passion Pictures, Platige Image, and C3. The original music is from singer-songwriters like John Legend and Lexie Liu.
The ‘VS’ series released worldwide on 1 May 2021 with a global premiere in Hainan, China. In addition, its immersive social retail pop-up store opened in Sanya’s Haitang Bay Duty-Free Shopping Centre in partnership with China Duty-Free Group.
The brand to set up a #CHANGEDESTINY fund
It is not the first time SK-II is entering untapped territory. Following its debut brand documentary-drama, the global skincare brand brings back itself into a film production studio. At the same time, they try to merge entertainment with purpose in the #CHANGEDESTINY universe. Specifically, the documentary drama called “The Center Lane” is produced by Hirokazu Koreeda, award-winning director. It features the inspiring story of swimmer Ikee Rikako’s return to competitive swimming from her critical illness. Showcasing, once again, that purpose-led storytelling can be done in an unexpected way.
Moreover, SK-II will be setting up a #CHANGEDESTINY fund, contributing $1 for every view garnered on each SK-II STUDIO film. It aims to support women in pursuing their destiny to create positive change as part of its brand purpose this year. In other words, the total contribution to the #CHANGEDESTINY fund will be capped at USD 500,000. Also, the brand will announce participating organizations at a later date.
Comment by Sandeep Seth, Chief Executive Officer, Global SK-II
Sandeep Seth, Chief Executive Officer, Global SK-II, shared the comment below about the initiative.
#CHANGEDESTINY is at the heart of our brand purpose at SK-II. For years, we have celebrated how destiny is not a matter of chance but a matter of choice through the stories of courageous women worldwide. This year, we want to further and strengthen our commitment to our brand purpose.
We know from our conversations with our consumers that there are much bigger issues than skin and beauty that they are concerned about. We also know that from the pandemic and coming out of it, consumers have a higher expectation towards brands and businesses.
With the release of the SK-II Studio films, we a celebrating a moment in SK-II’s #CHANGEDESTINY history. We hope these films can give women worldwide the courage to take destiny into their own hands and be a starting point for us. Eventually, we as a brand and business come together and act as a force for good and growth to create positive and meaningful change.
To find out more about the ‘VS’ Series and learn about SK-II STUDIO and #ChangeDestiny, please visit the virtual SK-II CITY.
About SK-II
For nearly 40 years, SK-II has touched the lives of millions of women around the world through the skin and life transformation.
The fascinating story behind SK-II began with a quest to understand why elderly sake brewers had wrinkled faces but extraordinarily soft and youthful-looking hands. These hands were in constant contact with the sake fermentation process.
It took years of research for scientists to isolate the miracle ingredient PITERA™, SK-II’s exclusive and naturally derived ingredient. It comes from a proprietary fermentation process of a unique yeast strain.
Since then, SK-II with PITERA™ has become a special secret shared by celebrities all over the world. Namely, Tangwei, Ni Ni, Chun Xia, Haruka Ayase, Kasumi Arimura, Naomi Watanabe, Chloe Grace Moretz.
About #CHANGEDESTINY
#CHANGEDESTINY is at the heart of the SK-II brand philosophy that celebrates how destiny is not a matter of chance but a matter of choice. Inspired by the stories of women worldwide, #CHANGEDESTINY sheds light on the pressures they face and the universal ‘box’ they put in to be perfect in society’s eyes.
Award-winning #CHANGEDESTINY campaigns include four parts. 1/ 2016’s “Marriage Market Takeover” put a spotlight on the labels of “Sheng Nu” or “Leftover Women” in China. 2/ 2017’s “The Expiry Date.” 3/ 2018’s “Meet Me Halfway.” 4/ 2019’s “Timelines” a docu-series in partnership with Katie Couric about the evolving and controversial topic of marriage pressure and societal expectations women face globally.
[1] The “VS Limitations” by SK-II Studio was filmed in 2019 with the Japan National team Hinotori Nippon of 2019. The athletes appearing in the films share SK-II’s brand purpose of #CHANGEDESTINY and have real-life destiny-changing experiences, often while under intense scrutiny, pressure, and judgment.
