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

It’s extremely pleasing to see a brand like SK-II taking a positive stand on such current, yet previously unspoken issue facing many women in society today. Did you know in Asia, only 2 out of 10 women feel comfortable with the idea of getting older according to a new study by SK-II. The reasons are many – pressure from family and friends, society’s scrutiny or feeling the burden to marry before an artificially created deadline is up.

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 personal experiences. 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.

Watch how three different women, from three different countries #changedestiny by tackling age-related pressure. In the film, SK-II turns the proverbial expiration date many women feel like they have into a real one. This piece showcases the unspoken timelines and expiry dates society places on women and around age-related pressure that women all over Asia, and indeed the world, experience.

After I watched the film, I can definitely relate on a personal level. I agree as women we face this age-related pressure more than our male counterparts. After a certain age, I’m sure you have all been on the receiving end of questions such as “When are you getting married?” to “When are you having kids?”. I for one have heard these questions directed at me many times. After getting married in 2015, I can’t even begin to tell you how many times I have been asked about when I am planning to have kids. I wanted to say, I will have kids when I’m ready to have kids. However, the more acceptable answer most people would expect is ‘soon’.

We all need to challenge the idea of having a expiry date, challenge the norms, marry on your own terms, live your own life. To be truly happy, is to live the life that you have always wanted to live and not the one that people expect you to live!

Every second, we have the opportunity to make the next second greater than now. Because destiny isn’t a matter of chance, it’s a matter of choice. So let go of what others want you to be. Change, is in all of us. And the only person you are destined to become is the person you decide to be.

I would love to hear your thoughts and your stories after watching this inspiring film! Leave your comments below.

This post is sponsored by SK-II.


  1. What an incredible and inspiring message this is!
    We must remember not to let the opinion of others encourage the foundation of our own life’s expectation. One of my absolute favourite quote “Go confidently in the direction of your dreams. Live the life you’ve imagined!” ~ H.D.Thoreau.
    Thank you for sharing this video. xx

  2. Love this! As a young woman, I feel these pressures of what society thinks I should be doing/have by this time in my life. Great reminder that we decide

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