” The campaign is aimed at encouraging women to challenge the belief that destiny is set at birth. The #INeverExpire campaign sheds light on the fact that age-related pressure impacts women everywhere.” – SK-II
I just learned about the #INeverExpire campaign by SK-II the other day while flipping through my IG account. However, its been going on for a year now since the campaigns initial launch in Asia with a short film titled The Expiry Date. The campaign showcases the impact many women feel from age related pressures. Specifically it highlights the societal expiration-date of age 30 placed on women. This “expiration date” eludes to numerous implications of what a women is and isn’t, should and shouldn’t be by the age of 30.
As a woman in her 30’s I can completely relate to this.
Growing up around my immediate family I was the eldest (female) amongst my baby brother and our cousins. Although being the oldest had its perks it also came with a lot of pressure. I had to be the first to break through parental blocks on curfews, attending sleep overs, and parties. As an adult that pressure translated to having to be the first to stand up against expectations of choosing a specific career path, accomplishing higher education degrees in a specific time frame, and the biggest one of them all… getting married by a specific age.Well lets just say I broke those expectations and the hearts of family members cringing at my so called failures.
But I didn’t care. This was my life and I was going to do it my way.
I have always done things at my own pace and to be honest I have struggled to keep up with the average timeline that people tend to stick to mostly because it never appealed to me and I thought it was a pile of S#!% 🙂 . You know the drill: graduate with a bachelors by age 21, meet someone and get married by age 25 and have 1.5 kids, own a home by age 30. I never felt the need to set goals based on an age related timeline. I didn’t understand why these societal goals needed to be tied down to any age at all to begin with. I have always done things on my own time and in my own way despite the pressure from various social circles. I have always followed my heart over checklists. Yes, I have struggled because of some of my choices but then again who hasn’t? I refuse to contribute to the notion that life goals and milestones are more meaningful if accomplished by a certain age. There is no expiration date for hopes and dreams and most certainly not for living your life…well except for death…maybe even then… I digress…
Anyway, it’s nice to see a brand like SK-II use their social platforms to bring dialogues like these into the mainstream light. Not only are they addressing real issues but they are helping to set a new president for brands in the beauty industry. Yes the beauty industry is based on superficiality but it seems that brands like SK-II are beginning to understand that you don’t need to degrade women into a cookie cutter package of worthiness and beauty to appeal to them. Finally!
I mean I might actually consider splurging some serious dough for a product of theirs compared to the next guy because of this marketing move. It’s kind of a win win. A win for them and a win for the voice inside every woman that believes she can and should live her life however she sees fit, regardless of her age.