Many women are constantly trying to look and feel younger with beauty and skincare products. More women today — even those who are in their 20’s and 30’s consider going under the knife. It’s not humanly possible to defy age and time, yet many us dread looking and feeling older. I know I certainly don’t want to feel and look like an “expiration date.” When I learned about SK-II #INeverExpire campaign for the first time, I felt so inspired, more positive and much stronger from within. My mom, aunt and best friend also agree with me that SK-II’s message on how to combat age related pressure is incredibly inspiring and powerful. It reminded me that I need to love myself more, because love is unconditional and priceless — it’s a powerful feeling that will never ever expire!

Other women share their own stories in hopes of changing dialogue too. Renowned skincare SK-II always encourage women to challenge the belief that destiny is set at birth – for both their skin and their lives – with its ongoing global #ChangeDestiny campaign. For many years, SK-II inspired and celebrated the changes that women create in their lives via stories that empower them to challenge conventional norms and create their own destinies. SK-II extends from Asia its latest #INeverExpire campaign to the U.S. as the brand continues to fuel conversations around the issues that hold women back. The #INeverExpire initiative addresses the topic of age-related pressure, inspiring women to liberate themselves from societal expectations around age and live their lives on their own terms.

SK-II is shedding light on the fact that age-related pressure impacts women everywhere, with different nuances around the world. The U.S. campaign is launched with a series of empowering videos, bringing to life the authentic age-related pressures experienced by real women. The women discuss and share the manifestations of age-related pressures in America, from overt societal biases to the unconscious self-imposed barriers and expectations.

Featuring five dynamic personalities – Chloe Bennet, actress; Elaine Welteroth, award-winning journalist and former editor-in-chief of Teen Vogue; Aimee Song, fashion influencer and founder of the blog Song of Style; Lauren “KITTENS” Abedini, DJ and producer; and Sophia Amoruso, CEO and founder of GirlBoss – the videos introduce #INeverExpire to a new audience in the U.S.

This global #INeverExpire campaign gave me goosebumps. It premiered last year in Asia with The Expiry Date, a moving film that powerfully showcases the proverbial expiration date — age 30 –that many women feel. This film received more than 100 million global views across all platforms and sparked a Pan-Asian discussion around age-related pressures. Reflecting on themes explored in The Expiry Date, the five women shared their personal experiences, in hopes of inspiring more conversations that challenge the social stigmas placed on women throughout the different stages of their lives.

The first video, that launched on April 30, 2018 SK-II.com features actress, Chloe Bennet. To view Chloe’s video, visit: https://www.sk-ii.com/i-never-expire.html

Elaine Welteroth, award-winning journalist and former editor-in-chief of Teen Vogue. “We need to unsubscribe ourselves from age pressure. In the U.S., we are re-evaluating social norms that have historically suppressed women, but at the same time, these milestones and expectations still exist. Early on in my career, I felt pressure to pretend I was older so that I would be respected and taken seriously. Now, I look back and think of what I’ve accomplished by a certain age and I’m proud. I can’t wait to see where I’m headed.”

Aimee Song, fashion influencer and founder of the blog Song of Style. “I’d be lying if I said I wasn’t still trying to figure it all out. 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.”

Lauren “KITTENS” Abedini, DJ and producer. “I had a ‘quarter life crisis’ when I was about 25. I was not where I thought I would be in my life or career, and I didn’t feel successful. Walking in that darkness is scary; you feel alone in that uncertainty. It took me a while to move past it, but I was eventually able to brush off the societal pressures. And now, I’m finally looking forward to what lies ahead for me. Age pressures shouldn’t dictate my life because they aren’t real.”

Sophia Amoruso, CEO and founder of GirlBoss. “Feeling that you’ve ‘expired’ is a dangerous thing to tell yourself. Everything you need to learn will be presented to you in good time, probably in the form of challenges. All of our hurdles lead us somewhere new, and now, I don’t worry about any timeline society tries to force on me. I’ve learned that life is a marathon, not a sprint, and I’m finally slowing down. Whether it’s in our career or in our personal life, we have plenty of time to achieve what we want. We don’t have to do it all by the time we’re 30.”

In addition to Lifestyle411, Bev also contributes to Medium, Steemit , Thrive Global and had formerly contributed to Huffington Post and Examiner.com.