Competition.
We're taught it's a good thing.
It pushes us further.
Makes us stronger.
We embrace it.
Celebrate it.
Until we don't.
Beauty.
When beauty standards become rules to compete by, they change how we look, feel and carry ourselves.
And become a weapon to shame others with.
This is the one competition no one signed up for.
While the world celebrates the beauty of competition at the Tokyo 2020 Olympics, SK-II teams up with top Olympic athletes to declare #NoCompetition, a stand to take the competition out of beauty.
Not a campaign. A conversation — inspiring women to define beauty on their own terms, and opt out of a competition they never entered.
Because pressure should never dictate our choices.
This is not a campaign.
It's a conversation to inspire women to define beauty on their own terms, and opt out of a competition they never entered.
SK-II STUDIO Presents: "VS Trolls" featuring US gymnast Simone Biles as she stares down black-souled online trolls.
Times Square Takeover
Toxic competition is a big problem. So we put it on one of the biggest stages in the world, with one of the biggest names in the Olympics.
Times Square, NYC, is ready for the big show(down).
Forty screens light up with her routine, LIVE.
Then the mood turns. Nasty Tweets appear in black, one by one. Screens blacken with trolls.
The trolls merge into one giant Troll King. The Kaiju looms over Times Square.
Blackout: "WHEN DID BEAUTY BECOME A COMPETITION?"
The screens flood SK-II red with a pledge: Simone is DONE with competition.
Times Square ends on #NoCompetition, and an invitation to join the conversation.
