My Destiny, My Choice is the skincare industry's first interactive movie, one that stars you, the viewer, as you navigate important life choices that women in China face today. Starring award-winning actress Zhang Zifeng as your best friend, you could navigate through twelve story paths and over 1 hour of playable content that covered life’s most important decisions. You could choose to either be ‘good for marriage’ or stay true to yourself. Every choice allowed women to defy traditional marriage pressures and write their own narrative.

In China, there is a chauvinistic trend on social media called 好嫁风 or ‘good for marriage’. Since there is a common notion of men 'marrying down', the term encourages women to diminish themselves so they are not too smart, too ambitious, or too successful for the average Chinese man. In a country where marriage pressure is immense, the term reinforced stereotypes of a woman’s only value being her ability to get married.

SK-II's long standing "Change Destiny" brand platform has advocated for women's right to choose their own destiny for almost a decade. To push the brand platform further, we decided to do something about 好嫁风 (‘good for marriage’).

480M mentions: Weibo.

“Most Played” on platform Bilibili.

Official selection of Vogue China Film Festival.

SK-II became the #1 skincare brand on e-comm site JD.com

But most importantly, we successfully combated the derogatory term 好嫁风 ("good for marriage") by igniting a new trending term: “#hardtomarry”.

In China, there is a chauvinistic trend on social media called 好嫁风 or ‘good for marriage’. As there is a common notion of men 'marrying down', the term encourages women to diminish themselves so they are not too smart, too ambitious, or too successful for the average chinese man. In a country where marriage pressure is immense, the term reinforced stereotypes of a woman’s only value being her ability to get married.

Aside from that, the work leverages the interactive nature of china specific platforms, such as bilibili, where users go looking for opportunities to engage in a more immersive way with the content. On bilibili specifically, a special ticker feature allowed viewers of our film to leave personal comments at moments that resonated with them and which could then be seem by the entire community at any point in time. Our film was “most played” on bilibili.

In China, there is a chauvinistic trend on social media called 好嫁风 or ‘good for marriage’. As there is a common notion of men 'marrying down', the term encourages women to diminish themselves so they are not too smart, too ambitious, or too successful for the average chinese man. In a country where marriage pressure is immense, the term reinforced stereotypes of a woman’s only value being her ability to get married.

Aside from that, the work leverages the interactive nature of china specific platforms, such as bilibili, where users go looking for opportunities to engage in a more immersive way with the content. On bilibili specifically, a special ticker feature allowed viewers of our film to leave personal comments at moments that resonated with them and which could then be seem by the entire community at any point in time. Our film was “most played” on bilibili.