In China, women who are single after the age of 27 are known as ‘leftover women’. Some Chinese parents post details of ‘available’ daughters in public ‘Marriage Markets’ to attract the parents of single sons. P&G’s luxury skincare brand, SK-II, wanted to make itself more relevant to women by supporting their right to control their own destinies. It created a documentary celebrating single women and encouraging parents to respect daughters’ life choices. Outdoor and activations amplified the conservation which generated huge media buzz. Following the activity. brand salience, price and market share all strengthened. Average new users per month grew by almost 100% and sales nearly doubled in a year. SK-II became Asia’s number one brand in its category.