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.