Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Marketing Featured East Asia
No posts found

Olay China’s latest ad uplifts the message of ‘fearless of judgement’ for beauty standards

by Teddy Cambosa

-

July 30, 2021

Olay-China-Grey-Hong-Kong-Campaign

Hong Kong – Beauty standards have long been the subject of various strict opinions about what constitutes being ‘beautiful’. In the case of women across China, data from Sina China shows that six out of ten females in China say they lack confidence in their appearance and feel anxious about how others may perceive them if they don’t fit into what is considered to be normal.

Foraying into this societal dilemma of setting up beauty standards, the China arm of global beauty brand Olay recently launched a new campaign, titled ‘No Fear of Judgement, My Own Beauty’ which centers around the brand’s vision to empower women to express beauty in their own way by stating that beauty has many faces and should not be defined by social standards

Said campaign is leveraged by La Mu Yang Zi, a Chinese actress who is not usually seen as conforming to the traditional definition of beauty. In the film, she questions: “If I want to see it for myself-which face would I choose?” After contemplating the changes, she then tells her personal story of how she deals with social judgement and chooses her own appearance – a message the brand believes will resonate with women in China.

The campaign was conceptualized by the team at Grey Hong Kong, and is the first part of a series under Olay China’s newly launched brand idea ‘Pursuit of Fearless’.

“This is a time we think it is necessary to walk further with Chinese women on the journey to becoming fearless,” said Hyoeun Kim, vice president of P&G Greater China, Skin Care – Olay.

Meanwhile, Duffy Lau, general manager at Grey Hong Kong, commented that they will continue to tell heartfelt stories to consumers and make Olay a meaningful brand.

Apart from the film, which is released on several online platforms including Dou Yin, Weibo & WeChat, Olay has also teamed up with the Xiao Kou Stand-up comedy show inviting Yang Li, a famous female comedian, to talk candidly about facial anxiety. More celebrities and actresses, key opinion leaders (KOLs), writers and bloggers, were also featured in this movement.

“It was rewarding working with the brand team to create a campaign that will help women to gain confidence in how they perceive their own standard of beauty,” added Joe Yue, creative partner at Grey Hong Kong.

Related Tags China Campaign Olay Beauty standards Grey Group Hong Kong
Share this article

Related Articles

View All
loreal x aimco
Marketing Featured ANZ
L’Oréal Australia joins AiMCO to bolster transparent influencer marketing
May 13, 2021
By Jean Cabico
SK-II CITY
Marketing Featured Global
Skincare brand SK-II launches a ‘virtual city’ to draw people to its animated series on women empowerment
May 3, 2021
By Jean Cabico
cetaphil x emotive
Marketing Featured ANZ
Emotive launches first campaign for Cetaphil after nabbing parent firm’s creative mandate
April 29, 2021
By Jean Cabico
POND's Skincare Advisor Live on Shopee
Platforms Featured Southeast Asia
POND'S launches skin analysis chatbot exclusively on Shopee
December 2, 2020
By MARKETECH APAC
Dove Philippines
Marketing Featured Southeast Asia
Dove PH turned phone screens into a mirror to empower during mental health week
November 4, 2020
By MARKETECH APAC
Shopee Olay
Marketing Featured Southeast Asia
Olay runs #adutlfearlessly campaign on Shopee ahead of its Brand Day
October 8, 2020
By MARKETECH APAC
No posts found

Featured Articles

View All
WhatsApp Image 2021-07-26 at 10.58
Main Feature Platforms APAC
MARKETECH APAC extends content offering with podcast launch
July 26, 2021
By Teddy Cambosa
kristian-egelund-wwqRpSNBPq4-unsplash
Main Feature Marketing Partners ANZ
Why branding is important for performance
July 23, 2021
By MARKETECH APAC
MARKETECH-APAC-The-Inner-State-K-Pop-Brand-Ambassadors
Premium Main Feature Marketing Southeast Asia
K-pop brand ambassadors: Are they the new ‘upmarket’ or a ‘relevancy’ ploy?
July 5, 2021
By Teddy Cambosa
MARKETECH APAC’s Top 5 Stories this June: A platform’s top Hari Raya ads list comes out on top
Main Feature Marketing APAC
MARKETECH APAC’s Top 5 Stories for June: A platform’s top Hari Raya ads list comes out on top
June 30, 2021
By MARKETECH APAC
WhatsApp Image 2021-06-21 at 15.01
Main Feature Marketing Featured APAC
MARKETECH APAC to launch regional workshops, on lookout for trainers
June 21, 2021
By Teddy Cambosa
MARKETECH Mondays Murdoch University
Main Feature Marketing Partners APAC
MARKETECH Mondays: Neil Cullingford, Director of Marketing and Communications, Murdoch University
June 16, 2021
By MARKETECH APAC
No posts found

Most Recent Articles

bacha coffee concept store HK launch
Bacha Coffee opens first flagship store in Hong Kong at Harbour City
May 9, 2025
Aliza Carmona
No posts found
L'Oréal Travel Retail debuts first SkinCeuticals A.G.E. Lab at Changi Airport T3
May 9, 2025
Fatima Baduria
KL Wellness City, PUMM team up for wellness-driven productivity talk for entrepreneurs, corporates
May 9, 2025
Teddy Cambosa
Dentsu India appoints John Thangaraj as chief strategy officer for creative & media
May 9, 2025
Aliza Carmona
Samsung highlights power of AI in latest global advertising campaign with BBH Singapore
May 9, 2025
Fatima Baduria
Crikey’s latest campaign with DDB Melbourne shows why they’re the real election winners–kind of
May 9, 2025
Teddy Cambosa
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
  • Indonesia
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin