By Kristi Beaulieu

For years we’ve seen beauty and skin care brands hire A-list stars to be the faces of their campaigns. Now luxury skin care brand SK-II has developed an innovative new campaign driven to empower women.

On Feb. 27, 2016, SK-II delivered an online press release that outlined the company’s commitment to empowering women to take control of their futures and achieve their aspirations through its new #ChangeDestiny campaign.

Academy Award nominee Cate Blanchett is just one of three spokespeople delivering stories of how embracing change has led her to lead a more fulfilling life.

The campaign has shown to have no limitations as videos of each spokesperson have made their way online through SK-II’s official YouTube channel and have encouraged the conversation further on social media with the use of the hashtag #ChangeDestiny. SK-II also used Snapchat at its events, with a pre-Oscars special showcasing how Blanchett prepared for her big night using the brand’s products.

“It’s been a fascinating experience working with SK-II on its #ChangeDestiny campaign as I have had the opportunity to reflect on the big moments of change in my own life.”

– Cate Blanchett

Both the timing of this campaign (the Oscars aired just after its release) and SK-II’s use of various social media outlets to broadcast its messages proved pivotal in helping to spread awareness. So far the #ChangeDestiny campaign has received hundreds of inspirational stories from women around the world creating their own videos for SK-II’s YouTube channel.

Not only is this movement connecting women globally on shared experiences, it is also connecting influencers. Social media stars such as YouTube beauty guru Michelle Phan and dancer Ching Lan came together for a #ChangeDestiny forum in Los Angeles to explain why they believe SK-II’s campaign and product line is helping them to embrace and love their own skin.

Check out some of the inspiring videos on SK-II’s YouTube channel.



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