SK-II Empowers Women with Its Latest PR Campaign – Sheridan PR …

By Kristi Beaulieu

For years we ve seen beauty and skin care brands hire A-list stars to be the faces of their campaigns. Now luxury skin care brand SK-II has developed an innovative new campaign driven to empower women.

On Feb.

27, 2016, SK-II delivered an online press release1 that outlined the company s commitment to empowering women to take control of their futures and achieve their aspirations through its new #ChangeDestiny campaign. Academy Award nominee Cate Blanchett is just one of three spokespeople delivering stories of how embracing change has led her to lead a more fulfilling life. The campaign has shown to have no limitations as videos of each spokesperson have made their way online through SK-II s official YouTube channel and have encouraged the conversation further on social media with the use of the hashtag #ChangeDestiny. SK-II also used Snapchat at its events, with a pre-Oscars special showcasing how Blanchett prepared for her big night using the brand s products.

It s been a fascinating experience working with SK-II on its #ChangeDestiny campaign as I have had the opportunity to reflect on the big moments of change in my own life.

Cate Blanchett

Both the timing of this campaign (the Oscars aired just after its release) and SK-II s use of various social media outlets to broadcast its messages proved pivotal in helping to spread awareness. So far the #ChangeDestiny campaign has received hundreds of inspirational stories from women around the world creating their own videos for SK-II s YouTube channel. Not only is this movement connecting women globally on shared experiences, it is also connecting influencers. Social media stars such as YouTube beauty guru Michelle Phan and dancer Ching Lan came together for a #ChangeDestiny forum in Los Angeles to explain why they believe SK-II s campaign and product line is helping them to embrace and love their own skin.

Check out some of the inspiring videos on SK-II s YouTube channel2.

(Photo by Kaboompics.com3)

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Sheridan PR Blog

This WordPress is run by the Sheridan Public Relations – Corporate Communications post-grad students. These are our insights and thoughts about the industry, innovation, employment, PR hits and misses, as well as what is going on in our own program. Twitter: @SheridanPRBlog Linkedin: The Sheridan PR Blog Disclaimer: This account is not monitored 24/7, but will be monitored daily. Feel free to comment and share our posts anytime.

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  1. ^ an online press release (
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Classic Christmas Song Gives A Little Extra to St.

Lawrence University

I ll Be Home for Christmas remains one of the most beloved Christmas songs of all times, and it gives more to St. Lawrence University than just a special Discount Holidays © holiday feeling.

Written by J. Kimball Kim Gannon, a 1924 graduate of St. Lawrence, along with Walter Kent and Buck Ram, the song was popularized by Bing Crosby in 1943 and became a top-10 hit. Recorded by Decca Records, the song touched a tender place in the hearts of Americans while it was embroiled in World War II, and it earned Crosby his fifth gold record. Because of its personal yet widely appealing lyrics, I ll Be Home for Christmas has lasted well beyond the tumultuous period of war and separation. Since its debut, more than 250 artists and groups have recorded I ll Be Home for Christmas, including Perry Como, Frank Sinatra, Andy Williams, Tony Bennett, Ann Murray, and Michael Bubl .

Last year, the American Society of Composers, Authors and Publishers (ASCAP) named I ll Be Home for Christmas the 10th most-performed Discount Holidays © holiday song of the century. Born in Brooklyn in 1900, Gannon went on to write a number of popular songs during the swing era. He also penned St. Lawrence s alma mater, Alma Mater1. Campus lore has it that he wrote in the fall of his senior year on his landlady s piano.

Gannon went on to a successful career as a lyricist, with some 200 popular songs to his name and three Academy Award nominations.

Some of his more popular tunes include big-band standards Moonlight Cocktail, recorded in 1942 by Glenn Miller; A Dreamer s Holiday, recorded in 1949 by Perry Como; and I Understand, recorded at different times by Nat King Cole, Dave Brubeck and Jimmy Dorsey.

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  1. ^ Alma Mater (
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