06.20.19
SK-II has announced a partnership with Katie Couric and the new project, "Timelines," a docu-series produced by the award-winning, investigative journalist.
SK-II made the announcement at the 2019 Cannes Lions festival.
The "Timelines" series explores the evolving – and sometimes controversial – topic of marriage pressure and societal expectations that women face globally. To uncover personal experiences for the films, the journalist travels to China, Japan, Korea and the US, investigating the different, and surprisingly similar, pressures women feel.
The docu-series is the latest extension of SK-II's ongoing #ChangeDestiny global campaign platform and a follow up to 2016's award-winning "Marriage Market Takeover", 2017's "The Expiry Date" and 2018's "Meet Me Halfway".
For years, the #ChangeDestiny platform has inspired and celebrated the changes that women create in their lives through stories that empower them to challenge conventional norms and create their own destinies.
Sandeep Seth, Chief Executive Officer, Global SK-II says, "Marriage pressure is a highly relevant and real topic for women across countries, backgrounds and social status. As we talked to our consumers, a diverse group of young working women around the world, we realized that there were bigger issues beyond skin and beauty that they were concerned about. Marriage pressure was one of the biggest issues they were struggling with. Katie Couric is the perfect partner to help uncover these unique perspectives and elevate this important conversation."
Watch the trailer here.
