SK-II Ambient Marriage Market Takeover [image] 3 by Forsman & Bodenfors Gothenburg

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Marriage Market Takeover [image] 3

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Industry Skin Care
Media Ambient
Market China
Agency Forsman & Bodenfors Gothenburg
Released October 2016


D&AD 2017
PR Creative B2c Campaign* Wood Pencil

Credits & Description

Agency: Forsman & Bodenfors
Client: Sk-Ii
Women in China are advancing like never before: educating themselves, becoming financially independent and carving out a bigger role in society than being only someone’s wife or mother. In response to this, the All-China Women’s Federation launched the term Sheng Nu in 2007. It translates to ”leftover woman” and, as has been reported by the BBC, The New York Times and China Daily, it has been used to classify woman who remain unmarried after the age of 27, implying that they have been passed over by men.