LUX Empowers Women with Redefined Chinese Names in Innovative Campaign

Empowerment Through Naming: A Chinese Beauty Brand's Bold Move

In a world where names have significant power, LUXthe iconic beauty brand celebrating its 100th anniversary this yearsets out to challenge traditional biases and amplify feminine strength through naming. As an international leader ming to elevate women’s inner and outer beauty while combating judgmental societal norms, Unilever's LUX is launching ‘In Her Name’ as a transformative social campgn.

Names carry more than mere pronunciation; they encapsulate identities and potentialdefining how we perceive ourselves and others. Unfortunately, many Chinese female names historically reflect outdated notions of femininity, often implying passivity or submissiveness rather than embodying the strength and resilience that modern women possess. This misalignment can inadvertently limit women's self-perception and societal expectations.

Recognizing this gap and committed to empowering all its consumers, LUX collaborates with VML Singapore and a linguistics expert to redefine Chinese women’s identities through modern names that celebrate strength and potential. The brand seeks to inspire women to reclm their identities by choosing alternative names or legally changing thema practice already gning popularity among scores of Chinese women.

To illustrate the campgn's impact, one participant, Ya Nan translated as 'second to man' or 'inferior to man', shares her personal experience: This name has been a constant source of stress for my entire life. I've had to work harder than men just to prove myself.

LUX works closely with linguistics professor Liu Yanchun, who draws inspiration from classical literature and societal needs to craft names such as ‘佳睿’, meaning 'beautiful and wise', and ‘明奕’, which signifies a girl with a bright futurenames that reflect the potential of contemporary Chinese women.

Behind the Campgn:

With creative agency VML Singapore at the helm, this initiative aligns with LUX's broader mission to challenge societal judgments and casual sexism affecting women dly. The 'In Her Name' campgn is more than just a rebranding exercise; it's a catalyst for change in perceptions and expectations surrounding names.

Empowering through Names:

The campgn seeks to redefine the relationship between identity, perception, and potential by offering alternative names that embody strength, intelligence, and future possibilities. By choosing these new identities, women can redefine their narratives, setting a precedent agnst societal norms and fostering empowerment across communities.

Initiative Launch:

In collaboration with linguistics expert Liu Yanchun, this initiative starts in Chinaa market pivotal for naming trs but also one that often faces stereotyping. By initiating the conversation around traditional naming practices here, LUX spark a global dialogue on identity representation and empowerment.

This campgn marks another bold step by LUX towards empowering women worldwide through its core values of self-expression, confidence, and beauty, setting an inspiring precedent for brands looking to use their platforms for social impact.
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