SK-II’s #NoCompetition campaign, launched ahead of the Tokyo 2020 Olympics, featured Olympic gymnast Simone Biles in a powerful stand against toxic beauty standards. The campaign highlighted the undue scrutiny female athletes often face regarding their appearance, diverting attention from their athletic achievements.

A centerpiece of the campaign was the animated short film “VS Trolls,” where Biles confronts a monstrous embodiment of online negativity. This film was prominently displayed across 40+ digital billboards in Times Square, creating a striking visual statement. The campaign’s launch included a live event with Biles and journalist Katie Couric, further emphasizing the message that beauty should not be a competition.

By combining compelling storytelling with high-profile visibility, SK-II’s #NoCompetition campaign effectively challenged societal norms and encouraged a broader conversation about self-worth and authenticity in the face of external pressures.