This particular story is somewhat disturbing:
Lauren Buniva explains what’s going on here:
The video, originally posted on YouTube, featured emotional anecdotes of “leftover women,” or those unmarried after 25, in China. These “leftover women” receive shameful treatment as well as intense familial and societal pressure for not being married as they “should be.” The video shows the women interacting with their families and includes some of the brutally harsh and hurtful comments that parents of these “leftover women” spit out regularly. The storytelling is enhanced by compelling visuals, contrasting scenes from the young women’s modern lives with images of traditional China: families, parading dragons and the marriage market.
The marriage market becomes the an important feature of the video; it is both the scene that epitomizes the women’s frustration, embarrassment, and societal isolation, but also where they eventually stand up to their parents and reaffirm their own lifestyle choices. The marriage market is where Chinese parents display their children as marriage potential, detailing intimate information like their height, weight, salary, values and personality.
A meet market, or maybe something that just sounds like “meet market.”
SK-II, headquartered in Japan but owned by Procter & Gamble, decided to do something about it:
SK-II took over a marriage market, and did so beautifully, by posting photos of hundreds of “leftover women” accompanied with simple statements that assert their desire for independence and self-driven happiness. Viewers are then shown the parents’ tearful acceptance of their daughters, coming to the realization that these “leftover women” are actually outstanding, confident, beautiful and something to be proud, not ashamed, of.
Apparently this campaign is running through the Singapore office; the SK-II US site has no mention of if whatsoever.