How four women are rejecting conventional notions of “settling down”: R29xSKII ad
Women know better than almost anyone else: Progress requires change. While we’re tackling larger societal fights like equal pay for equal work, representation in congress, and healthcare for all, there’s another personal battle going on in many homes. For some, the question of marriage and children and other future planning can be an exercise in defying family expectations and traditions. But at the end of the day, we’re all in charge of our own destinies.
#ChangeDestiny is the campaign from SK-II that brings these issues to the forefront; with legendary journalist Katie Couric as host of, we see four women rewrite the rules set in place by their families and forge new paths that are wholly their own. Each story is unique but also carries with it a common thread of the human experience: Whether we hear from NYC-based musician Maluca or 28-year-old Tokyo-based Maina, the pressure to cave to family expectations persists.
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