SK-II wants beauty to lose its competitive edge.
The Japanese heritage brand is a sponsor of the 2020 Tokyo Olympics via Procter & Gamble, its parent company, which has been sponsoring the Olympic Games since 2012. SK-II today unveiled a new campaign, #NoCompetition, featuring six of the most competitive female athletes. The initiative, said Sandeep Seth, chief executive officer, global SK-II, aims to alleviate the pressure beauty brands have long placed on women.
“The Olympics is a moment where humanity tries on competition and something beautiful, something that pushes everyone to achieve things that may sound impossible,” said Seth. “But as a beauty brand, we thought this is a perfect time for us to take a stand and start a conversation on the competition in beauty that we believe is toxic. [It is] a conversation, not just for beauty brands, but for everyone to understand we’ve been putting too much pressure on women.”
SK-II’s #NoCompetition campaign stars gymnast Simone Biles, swimmer Liu Xiang, table tennis player Kasumi Ishikawa, badminton players Ayaka Takahashi and Misaki Matsutomo, professional surfer Mahina Maeda and volleyball player Hinotori Nippon. It was first unveiled at the 2020 Makers Conference earlier this week.
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“We wanted to pick athletes who are the best in their different fields, but more importantly, who personify beauty as no competition,” said Seth. “Simone Biles is one of the most outstanding athletes, but also someone who has faced a lot of social media trolling. We were not looking for brand ambassadors, but someone who can partner with us and lend their voice.”
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