SK-II, the luxury Japanese cosmetics brand owned by Procter & Gamble, is launching a film studio division—and continuing its journey to elevate brand-building beyond traditional promotion-driven advertising.

"We've gone through an unprecedented year of change," says Sandeep Seth, chief executive officer, Global SK-II. "Our consumers are now expecting so much more from brands and businesses. There is so much more on their minds than just skin and beauty."

Since consumers now expect brands to take a stand on issues that matter (see Uoma Beauty, for example, and Aveeno), Seth says, "Consumers believe in brands that have a voice..."It is no longer about selling products, creating ads, and driving promotions, but engaging her - head, heart, and soul."

Seth states that SK-11 is committed to "invest behind purpose" and brand storytelling, adding, "Our very first film studio will take on important social issues that are impacting women..." 

Introducing...SK-II Studio's Original Films

The new SK-II Studio will debut eight original films, with the first on March 29th called "The Center Lane."

"The Center Lane" tells the inspirational story of swimmer Ikee Rikako's return to competitive swimming. It explores how destiny is not a matter of chance; it's a matter of choice. 

SK-II Studio will also be a content hub, and it aims to direct more of its brand content towards driving conversations with a bigger purpose around social pressures impacting women.

Seth says, "We are a human brand. We believe in the power of human stories and storytelling to influence culture, overcome social biases and stereotypes and create positive change."

Every View Supports the #ChangeDestiny Fund

SK-II will also set up a #ChangeDestiny fund, contributing $1 for every view garnered on each SK-II Studio film, to help support women in pursuing their destiny to create positive change.

The brand will cap its contributions to the fund at $500,000 USD. Participating organizations that will benefit will be announced at a later date.

Seth adds, Our purpose at SK-II has always been to help millions of women #changedestiny by standing up pressures and expectations that are pushed on us every day, as pressure should never dictate our choices."