A sequel to SK-II's Change Destiny campaign, Dream Again reinforces how women can take charge of their lives. Under Procter and Gamble, the Japanese beauty brand even conducts research on long-lost dreams.
"The world's first Global Dreams Index Survey shows that half the world's female population have given up on dreams and are not satisfied with their current lives. Barriers to pursuing childhood dreams were limited financial support, fear of going out of one's comfort zone and not fitting traditional model of success," said Vorasit Turongsomboon, SK-II PR manager at the launch of the new campaign held at Siam Paragon.
The survey of 5,400 women in 14 countries across six continents found that Asian women have become less satisfied with their lives as they grow older. More positive responses were given by Thai women compared to many other Asian and European countries. Still, 51% of Thai participants said that they stopped pursuing their dreams.
"As time passes by, women will less follow their dreams and neglect doing things for themselves due to social pressure, family expectation, marriage life and lack of self-confidence," said brand ambassador Suquan Bulakul. "The balance between work and family life is very important, and I believe doing what we love will make us truly happy."
The campaign is conveyed through never-stop-dreaming kids, who act as counsellors in reviving a reverie of what each women can become or do in her life, with The Kid Counsellors film viewed on #DreamAgain.
The Change Destiny notion also refers to how the future of the skin is in your hands as genetics only have a 20-30% impact on its condition. Invisible skin ageing can begin in the 20s, with wrinkles becoming more pronounced in the 40s. The earlier one starts taking care of the skin, the better in delaying signs of ageing.
However, according to SK-II's campaign, it is never to late to go after your dream and lead a fulfilling life.
