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SK-II Explores Age-Related Pressures On Women With The Help Of Aimee Song

What do "Girlboss" Sophia Amoruso and fashion influencer Aimee Song have in common? They are part of a new cast of powerful women snapped up to front SK-II's new beauty campaign.



The Japanese skincare brand has signed up the three women, alongside award-winning journalist and former editor-in-chief of Teen Vogue Elaine Welteroth and DJ and producer Lauren "Kittens" Abedini, to front its #INeverExpire campaign in the US.

Following a successful debut in Asia last year in the form of a film titled "The Expiry Date," the US version of the campaign will focus on exploring and confronting the societal pressures that many women feel subjected to at various stages of their lives. Through a series of videos, the campaign will open up a discussion about age-related pressures in America, from blatant societal biases to self-imposed expectations.


Hollywood star Bennet features in the first video, which sees her open up about taking charge of her own happiness. "I'm defining myself right now," she states in the clip, which she shared with her 1.9 million Instagram followers. "And it has nothing to do with a man, or my job, or whether I have kids or not, or whether I'm married or not -- and it just has everything to do with who I am." Additional videos are set to roll out this week.

"I'd be lying if I said I wasn't still trying to figure it all out," said Song, fashion influencer and founder of the blog Song of Style, in a statement referring to her new role. "Confidence doesn't happen overnight, but it's amazing to know that we're all just trying to find our own path and define our own journey. It's so important not to compare ourselves to others since there's no reason to adhere to a mold that someone else sets for you."

"Feeling that you've 'expired' is a dangerous thing to tell yourself," added CEO and founder of GirlBoss Amoruso. "All of our hurdles lead us somewhere new, and now, I don't worry about any timeline society tries to force on me."



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