Katie Couric's Emotional Series for SK-II Weighs Women's Dreams Against Expectations

Stories reflect on the pressures they face to hit milestones

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

SK-II and Katie Couric will leave consumers grabbing for the tissues thanks to its #ChangeDestiny campaign about young women achieving their hopes while fighting against traditional expectations.

On Thursday, SK-II, the Japanese luxury skincare brand owned by Procter & Gamble, released a new series of four documentary-style short films called Timelines with agency Forsman & Bodenfors Singapore and Sweden. Katie Couric hosts, with each short film spotlighting a young woman as well as a loved one in her life: mothers, friends and grandmothers.

In

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in