SK-II Calls for #NoCompetition at the 2020 Tokyo Olympics

SK-II wants beauty to lose its competitive edge. The Japanese heritage brand is a sponsor of the 2020 Tokyo Olympics via Procter & Gamble, its parent company, which has been sponsoring the Olympic Games since 2012. SK-II today unveiled a new campaign, #NoCompetition, featuring six of the most competitive female athletes. The initiative, said Sandeep Seth, chief executive officer, global SK-II, aims to alleviate the pressure beauty brands have long placed on women. Ahead of the 2020 Olympics in Tokyo, SK-II is calling for “no competition” in beauty.  Courtesy Image “The Olympics is a moment where humanity tries on competition and something beautiful, something that pushes everyone to achieve things that may sound impossible,” said Seth. “But as a beauty brand, we thought this is a perfect time for us to take a stand and start a conversation on the competition in beauty that we believe is toxic. [It is] a conversation, not just for beauty brands, but for everyone to understand we’ve been putting too much pressure on women.” SK-II’s #NoCompetition campaign stars gymnast Simone Biles, swimmer Liu Xiang, table tennis player Kasumi Ishikawa, badminton players Ayaka Takahashi and Misaki Matsutomo, professional surfer Mahina Maeda and volleyball player Hinotori Nippon. It was first unveiled

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