After declaring BEAUTY is #NOCOMPETITION, global prestige skincare brand SK-II is continuing the conversation by joining forces with Olympic gymnast Simone Biles to defeat the world’s biggest beauty troll in an epic Times Square Takeover.
The stunt announces the upcoming release of “VS”—an SK-II STUDIO Animated Series that brings to life the stories of top Olympic athletes in a six-part series, celebrating the fight to shatter competition in the one place it is toxic-beauty. As the world witnesses the beauty of competition at the Olympic Games Tokyo 2020, SK-II has teamed up with top Olympic athletes to declare #NOCOMPETITION, in a stand to take the competition out of beauty. Since its launch at The 2020 MAKERS Conference, BEAUTY is #NOCOMPETITION has sparked a global conversation about toxic competitions in beauty, becoming a rallying cry for women to call out these toxic competitions and define what beauty means to them. Because pressure should never dictate our choices and how we look, act and feel.
Based on the real-life experiences of six Olympic athletes battling toxic competitions in beauty, SK-II has produced a collection of six animated films. There’s the story of Simon Biles, the world’s most decorated gymnast, LiuXiang, world-record swimmer, Ishikawa Kasumi, table tennis player and two-time Olympic medalist, Ayaka Takahashi and Misaki Matsumuno, badminton duo and Olympic gold medalists, Mahina Maeda, surfer and Hinotori Nippon, the Japan Volleyball team.
Each film explores a different facet of how society dictates how beauty should look like, feel like and act like: Trolls. Pressure. Image Obsession. Rules. Limitations. Machine-Like Mindsets. Representing their personal inner demons, a “strange beast” or “kaiju” in Japanese, the athletes would have to defeat them by defining what is beauty.
Teasing the launch of the “VS” Series in Times Square, Olympic gymnast Simone Biles transforms into a larger than life digital avatar from her film and takes down her strange beast — s two hundred feet tall “Beauty Troll King” made up of actual comments and tweets from beauty trolls about how she looked or behaved in the course of her gymnastics career.
The epic battle, symbolizing Biles’ fight against competing for beauty standards and beauty trolls, spanned across forty-one digital billboards in Times Square and teased scenes from Biles’ film within the series. It also featured the film’s theme song “Take A Look” from singer-songwriter John Legend.
“I am sharing my story so that young women and girls who have experienced beauty trolling know that they are not alone in their fight against the trolls and toxic beauty standards.” shared Simone Biles, Olympic Gymnast. “It really means a lot to me to share the important message that we define what beauty means to us. No one should tell us what beauty should or should not look, act or feel like.”
Biles also joined SK-II in visiting the Lower East Side Girls Club to share her perspective on beauty standards with the young women. The conversations shed light on the toxic culture of beauty shaming and how the issue of beauty trolling starts as early as high school.
“Beauty can be many things. But one thing it should never be is a competition. As a beauty brand, our role is to build confidence and spread positivity and not create pressure and toxicity.” added Sandeep Seth, Chief Executive Officer, Global SK-II. “We were deeply inspired by the stories of our athletes and wanted to recognize how they have conquered toxic competition in beauty in a way that’s never been done before, bringing together elements from Japanese culture like manga, together with animation, live-action and different film genres. We look forward to sharing the “VS” Series, our first animated series with the world. Stay tuned.”
The global release for “VS” Series by SK-II STUDIO for BEAUTY is #NOCOMPETITION will be announced at a later date.
“VS”—an SK-II STUDIO Animated series was created through a unique collaboration between SK-II and WPP Black Ops, a newly formed, hyper-accelerated creative unit, which brought together worldwide talent to creatively push the boundaries of our preconceptions of beauty.
To find out more about the “VS” Series and learn about Beauty is #NOCOMPETITION, please visit nocompetition.sk-ii.com.