B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • Thinkerbell
  • B&T Women in Media
  • AFL
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Cosmetic Giant Releases Ad Taking On The Issue of Chinese Marriage Taboo
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > Cosmetic Giant Releases Ad Taking On The Issue of Chinese Marriage Taboo
Campaigns

Cosmetic Giant Releases Ad Taking On The Issue of Chinese Marriage Taboo

Staff Writers
Published on: 19th February 2019 at 10:15 AM
Staff Writers
Share
3 Min Read
SHARE

Fresh out of Chinese New Year, global cosmetic giant  SK-II has premiered an online documentary film that takes on the issue of Chinese marriage pressure with an emotional appeal to single women worldwide – “Meet Me Halfway”.

An extension of the SK-II’s ongoing #changedestiny philosophy, “Meet Me Halfway” follows the real-life stories of three young single Chinese women as they bravely take on the daunting first steps of reaching out to their parents after years of avoiding and not returning home due to marriage pressure.

Through sharing their stories and listening with an open mind, both sides meet halfway on mutual ground with a sense of understanding and unexpected liberation.

Global SK-II VP Sandeep Seth said: “We want to tell women worldwide: Destiny can change, when you have the courage to take the first step to meet halfway.

“We hope the stories of these three brave women can inspire other women to take the first step, start a conversation with their families about marriage pressure and in the process, empower them to live life on their own terms and shape their own destinies”.

Millions of young single women in China experience a disconnect from their parents citing marriage pressure as one of the top reasons.

Many find themselves having to choose between living up to their parents and society’s expectations and timelines of marriage and their own dreams and aspirations.

Avoiding Chinese New Year has become a growing phenomenon among young single Chinese women as a result.

For a young single Chinese woman, curious questions that arise from parents and relatives about boyfriends, marriage and even children during the week-long festivities create a suffocating and unbearable environment of pressure and urgency.

The film takes viewers to the heart of the matter, candidly showing the women’s first attempts of opening up to their parents about their lives and the marriage pressure they have been dealing with.

Through meeting halfway, both literally and figuratively, daughters begin to see their parents in a different light and come to the realization that the questions from their parents causing their burden were coming from a place of love and genuine care.

Through bridging daughters and parents and facilitating an open dialogue about marriage pressure, SK-II hopes to provide a platform where mutual understanding can be achieved to empower women to make their own choice, in their own time.

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: skincare
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?