15 Jul Katie Couric explores societal pressures in new SK-II docu-series
The TV star is set to present “Timelines,” a four-part program exploring the societal pressures that women face around the world, particularly when it comes to marriage.
The show will see Couric travel to Japan, China, Korea and the US to examine the pressures that women face from society and from their families, unpacking the topic with the help of four interviewees.
These include Maluca, a musician from New York who discusses generational shifts in career attitudes, and Maina, a fashion buyer in Tokyo who talks alongside her mother and grandmother about the concept of marriageability in Japan.
Couric also meets Chinese actress and SK-II brand ambassador Chun Xia, who talks about expectations from life with her childhood friend Dan Hua, and Nara, an artist and influencer living in Seoul who discusses her relationship with her mother in the context of a traditional but rapidly changing country.
“To me, ‘Timelines’ was illustrative of the power of a brand embracing a controversial topic and creating an environment where conversations could take place and cultural change could actually happen,” said Couric in a statement.
“None of these things happen overnight, but I think the fact that a short film can really move people to talk about things that are difficult to talk about inspired me a lot.”
The show is the latest campaign published under SK-II’s umbrella platform #ChangeDestiny, which aims to empower and inspire women to shape their own destinies. “Katie Couric is the perfect partner to help uncover these unique perspectives and elevate this important conversation with ‘Timelines,'” said Sandeep Seth, Chief Executive Officer, Global SK-II.
“She shares our goal of inspiring women to challenge conventional norms and draw their own timelines. There’s still a lot to do, and this is just the beginning.”
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