SK-II, a high-end beauty brand in China, has released an ad aimed at empowering young, single Chinese women over age 25 who are often stigmatized as “sheng nu,” or “leftover women.” The video depicts the societal and family pressures that these women face to get married. “People think that in Chinese society, an unmarried woman is incomplete,” a young woman in the ad says, while a Chinese mother is shown saying: “She is just average looking. That’s why she’s leftover.”
The video also shows a group of young women bombarding a “marriage market” — where parents go to post the résumés of their eligible children. The women instead post photos of themselves with personal messages such as “I want to take my time to find the right person,” or “I’m happy being alone.” One mother, seeing her daughter’s photo, eventually says: “The leftover women are outstanding. The leftover men need to try harder.”
SK-II President Markus Strobel told the BBC the ad is part of a “global campaign to inspire and empower women to share their destiny.” The video earned widespread praise on Chinese social media, and racked up more than 1.4 million views on YouTube.
Read the full story at The Telegraph.