Women around the world, especially in Asia, face immense societal expectations and pressures about beauty standards, age, and how to live their lives. Many women feel destined to follow a predetermined path—and as a brand that supports women in defying skin aging, we wanted to send a bold message that goes beyond skincare.
Together with SK-II's ambassadors and influential local female voices, we challenged harmful stereotypes by empowering women to define success on their own terms. The campaign resonated deeply with our target audience, establishing a brand platform that has endured for over 10 years and influenced award-winning work like the
Marriage Market documentary (→) through its powerful message.
Change Destiny became more than a campaign—it evolved into a movement that encouraged women worldwide to take control of their narrative and redefine what it means to live life on their own terms.
