The luxury Japanese skin care brand said that the new media division is dedicated to creating films focused on female empowerment
P&G-owned luxury Japanese skin care brand SK-II is opening a global film studio.
The new media division, based in Singapore, will work with internationally acclaimed filmmakers, animators, musicians and content creators to create film campaigns dedicated to female empowerment.
SK-II Studio is an evolution of the brand's #ChangeDestiny initiative, which launched in 2016.
Eight films will be released in 2021, with the first being 'The Center Lane' which will launch on 29 March.
Directed by award-winning film director Hirokazu Koreeda, 'The Center Lane' explores the story of Olympian Ikee Rikako's return to competitive swimming.
"We've gone through an unprecedented year of change," said Sandeep Seth, Chief Executive Officer, Global SK-II.
"Our consumers are now expecting so much more from brands and businesses. There is so much more on their minds than just skin and beauty.
"They believe in brands that have a voice and take a stand on issues that matter to them. It is no longer about selling products, creating ads and driving promotions but engaging her – head, heart and soul."
SK-II will also be setting up a #ChangeDestiny fund, contributing US$1 for every view garnered, capped at $500,000, on each SK-II Studio film in support of female-focused non-profits.