Prestige skincare brand SK-II has released the first film made at its new Singapore-based movie studio, a documentary from Japanese director Hirokazu Koreeda about swimmer, Rikako Ikee’s return to competition following a battle with leukaemia.
The studio will act as a content hub that it says will be dedicated to tackling social pressures impacting women today through film and storytelling, something SK-II has proven effective at in the past with marketing campaigns and content related to similar topics.
This first film, “The Centre Lane” is one of eight films the studio plans to release this year, all related to the topic of changing one’s destiny. It’s now available on YouTube.
“It is no longer about selling products, creating ads and driving promotions but engaging [female consumers],” said SK-II chief executive of global, Sandeep Seth, who is also charged with heading up the new SK-II Studio project.