Beijing, China – Global beauty brand LUX proudly announces the launch of its new campaign, ‘In Her Name’, aimed at empowering women, as they bring to attention the unconscious bias of naming children in China.
The campaign aims to empower Chinese women and help them rise above their names being treated as sexist labels, with a mission to rewrite the narrative for the next generation.
The ‘In Her Name’ campaign by LUX aims to change the way women are named by creating 100 names reflecting the essence of femininity today, drawing inspiration from classical literature, positive connotations, and the evolving landscape of societal development.
To make this possible, LUX partnered with Dr. Liu Yanchun, a distinguished linguistics scholar from the University of China, to pioneer a movement challenging societal norms and stereotypes. The collaboration with Dr. Liu Yanchun ensured a thoughtful selection process, incorporating unbiased options to emphasise the diverse spectrum of femininity and promote inclusivity.
Speaking on this collaboration, Yanchun said, “In the process of creating these 100 new names, I’ve combined elements from literature, researched terms with positive connotations and took into account present societal norms to craft meaningful names for the women of today.”
Additionally, LUX collaborated with digital artists to showcase each selected name through visually stunning illustrations, with a unique design for every name, enhancing the experience of choosing a name and celebrating the beauty of femininity.
The unveiling of the 100 new names has taken place on Chinese social media platforms Little Red Book, Weibo and Douyin, where women from all walks of life could choose new names for themselves that best represent their spirit and character.
Talking about the campaign, Severine Vauleon, global brand vice president of LUX, said, “Our ambition with the “in Her Name” campaign is to create a movement challenging the status quo that still confines some women to narrow stereotypes today. By collaborating with Dr. Liu Yanchun and harnessing the power of language, we aim to raise awareness about gender bias for Chinese names and inspire women to react to the initiative of adopting powerful names for themselves. By doing this, they will help to foster a more inclusive society where women are celebrated for their strength and resilience.”
Meanwhile, Marco Versolato, chief creative officer – Unilever at VML Singapore, who spearheaded the campaign, commented, “The ‘In Her Name’ campaign represents a shift in how we perceive and celebrate femininity. By reimagining the power of language and visual representation, we have the opportunity to challenge stereotypes and create a more inclusive future for women worldwide.”
