Bay Area fashion blogger inspiring [life] style

Wednesday, June 28, 2017

SK-II: How the Expiry Date Can Change Your Destiny

Isn't it nice when brands take a positive stand on something? You guys might remember when I wrote about the brand SK-II back in April of last year. At the time, I was telling you all about their Facial Treatment Essence, which I still use by the way. But today, I want to share with you something a bit more thought-provoking.

Did you know that -- according to a study done by SK-II -- in Asia, only two out of 10 women feel comfortable with the idea of getting older? SK-II set out to open up a conversation around age related pressures that women face. Millions of women around the world feel pressure from society to achieve specific goals -- related to work or family life -- by a certain age. These expectations and artificial deadlines are set upon women more so than on men.

The SK-II #changedestiny campaign aims to show that women aren't alone in facing these issues, and that we can learn from and support each other by sharing our experiences. The campaign deals with the issue of women feeling like they have an expiration, or expiry, date. Societal pressures might make us feel like we need to have a set career by a certain age, be married by a certain age and have children by a certain age. And if we get to that age and haven't accomplished those things, then we're deemed as less desirable. These are global issues that women face every day.

SK-II premiered a motivational and well-made short film The Expiry Date based on the pressures that women are born with an expiry date and a short shelf life of being worthy. By the end of the film, women from three different countries change their destiny by tackling this age-related pressure and liberate themselves from this narrow viewpoint.
I'd certainly have to agree with the film that women face this age-related pressure more than our male counterparts. Part of this is biological. Being that only women can get pregnant (science hasn't changed that yet), we are the ones who hear the ticking clock as it gets physically more difficult for us to conceive after a certain age, whether or not we want to. Also, it's been said that men tend to get more attractive as they get older while the reverse is true for women. Why do you think so many people opt for elective surgery?

But even though I believe that this is a global issue, I do feel like certain societies probably put more value into being "forever young" more than others. It's OK to look young, but it should also be OK to be old. Aging means that you've lived a life. It means that you've had experiences and adventures and maybe even some wisdom. Women should feel more comfortable with getting older. Whenever anyone asks my age, I gladly tell them. I don't feel weird about being 31 because every year I get older means I've lived another 365 days and that's something to be proud of. All women should feel that way.

So, please take three minutes to watch The Expiry Date video by SK-II and then tell me what you thought of it in the comments. Also, if you're feeling up to it, let me know your age as well!

This is a partnered collaboration with SK-II. All opinions are my own. #InPartnershipWithSKII
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21 comments

Emmylou MW said...

Oh wow! Thanks for sharing this vid, Cheryl! "We are more than our age"...in this youth-obsessed society we live in, that's certainly such an uplifting message. As a mother, I hope I can impart on my DD that she, along with her brothers, are bound by nothing, especially age.

Emmylou MW said...

Oh...and I'm 42:)

Cheryl van den Berg said...

Definitely a great idea to pass along a message of acceptance to all your children, especially your little girl. Thanks so much for sharing your age as well, Emmy. You are beautiful at 42!

Amber Briglio said...

Love this video and your blog post. Its so true how much pressure is placed on women to "achieve" certain things by a certain age.

Cheryl van den Berg said...

So true. Glad you like the video SK-II made. If you feel up to it, I'd love to know your age. :)

Jody Sunderland said...

Thanks for sharing this. Sometimes I find myself wishing I was younger, thinner etc. but then I realize that I am happy with the age I am at. I am not ashamed to say I am 45 (almost 46) years young. I still have a lot I want to accomplish in my life but I know that I have plenty of time to do it.

Cheryl van den Berg said...

Congrats to being almost 46 years young. Each year is worth celebrating!

Marie Goldstein said...

This is super interesting! Thank you so much for sharing, would have never thoughout deeper about this.

Beth Shankle-Anderson said...

Love this post and video! I love that it teaches acceptance and beauty at any age. Those concepts aren't just reserved for the young.

Beth || www.TheStyleBouquet.com

Rowena @ rolala loves said...

The message in this film is very relatable! For some reason women are judged more for their age and aging than men are. I personally think there is certain privilege in aging and growing old.

Cheryl van den Berg said...

So true -- beauty at any age!

Cheryl van den Berg said...

Oh I agree with you. Definitely privilege in getting older. It's a gift.

Rach DiMare said...

This is an incredible campaign! Thanks for sharing this! I'm with you 100% about getting older. In my opinion, getting older is a privilege and a privilege not many people get to have. We need to learn to embrace that.

www.rdsobsessions.com

awhite said...

Women totally feel the pressure to age well (or not at all!) as opposed to guys. It can be really disheartening. I love companies that turn the tables and do what they can to empower women. :)

-Ashley
Le Stylo Rouge

Emily Morton said...

I love this! I'm currently pregnant with my first daughter and I truly hope that I can help her to understand that she is "more than her age"

tinasweetheart said...

Skincare is so important to not just the younger generation but the older generation as well. I love the idea of this concept and how empowering it is to women around the globe. Thanks for sharing!

xo Tina
IG: @tinasweetheart
www.tinasweetheart.com

La Belle Sirene said...

Wow that was powerful. People are so afraid of aging, even just speaking about it but every age is beautiful and there is no date or age that beauty stops.

Midnight Cowgirl said...

What a great film! Beauty doesn't have an expiration date :)

Mz Neti said...

Powerful message!! I will be 66 this year and I refuse to be Invisible. I write about the myths of aging & how I continue to love my ever changing body on my blog.

http://www.madamtoomuch.com

Nathalie Alexandra said...

I've watched this already and loved their ad campaign. So powerful!! And more to empowering women and the future girls out there. Thanks for sharing.

Nathalie
www.nathalie-alexandra.blogspot.com

Tanvi Rastogi said...

I LOVED the video. While I never had put much thoughts to the 'aging' narrative of the society until I moved to U.S. The only reference to age I remember in Indian society is regarding getting married. But I feel western society is more obsessed with age in reference to beauty and validity (which is not spreading in Asia too).

I am 35 and loving each year that passes by :)

❥ tanvii.com

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