Top Olympic Athletes Reinvent The Beauty Narrative With SK-II

When did beauty become a competition?

It’s the unhealthiest thing you can do to your mind and body – comparing the way you look with others and making judgments based on appearances. Yet, we all do it on a daily basis. We’re so accustomed to the commercial ideals of beauty that has been shown to us since we were young – think fair skin, skinny body, and shiny, luscious hair – that anything other than these may be an ‘alien’ concept. It’s a toxic way of living. The ‘competition’ that serves between one another holds us back in our daily lives and Japanese beauty brand SK-II recognises it too!

In conjunction with the Olympic Games Tokyo 2020, the brand teams up with some of your favourite Olympic athletes such as decorated gymnast Simone Biles, Olympic gold medallist and badminton duo Ayaka Takahashi, and Misaki Matsutomo, surfer Mahina Maeda and more to declare #NOCOMPETITION in a stand to take the competition out of beauty. Through sparking conversations, SK-II hopes to inspire women to define what beauty means to them, break out of toxic competitions and not let pressure dictate their choices.

YoeGin Chang, Brand Director, SK-II Japan shares, “Beauty can be many things. But one thing it should never be, is a competition. As the world directs its attention towards and celebrates the greatest competition for humanity, the Olympic Games Tokyo 2020, we want to take this opportunity and call out the toxic competition in beauty that women face every day that dictates how they look, feel and act. SK-II is, at our core, a human brand. We want to use our voice as a force for good to create positive change in the world today. We would like everyone to join us by lending your voice to #NOCOMPETITION.”

To find out more about #NOCOMPETITION and learn how you can support and lend your voice to the cause, please visit the #NOCOMPETITION page.

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