Tag: Lux

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.”

Durban, South Africa – Whilst media coverage on sports gives athletes essential exposure, they also become the root of objectifying women due to camera angles that focus on female athletes’ certain body parts.

These tendencies in media encouraged Unilever’s global beauty brand Lux, a brand that aims to support women against everyday sexism, to release a campaign that encourages sports media to do a more responsible coverage by focusing on female athlete’s winning shots and strengths during competitions, instead of highlighting their certain physical attributes.

Done in collaboration with Wunderman Thompson Singapore, the ‘Change The Angle’ campaign is associated with a 66-second ad highlighting the statements of female athletes that encourage audience and media to see their strengths instead of objectifying them. The ad also shows statistics on sexist sports coverage, revealing that there are 2500 pictures that objectify female athletes during 2021 Olympics.

Moreover, Lux has also collaborated with South African Volleyball Association and sports broadcaster SABC to organise a volleyball game where female players wore sports attires with QR codes on it, which are the same areas that are usually shown by sports broadcasters. When the QR codes are scanned, it will be directed to the Change The Angle campaign.

Severine Vauleon, global brand vice president of LUX, said that when they discovered that athletes, especially women, are more likely to be objectified due to the camera angles in sports coverage, they realised that they need to act on it.

“At LUX, we believe that beauty should be a source of strength, and that the focus should be on celebrating the beauty of their strength, skills and achievements in sport,” Vauleon added.

“The ‘Change The Angle’ campaign website offers six simple guidelines to effect change in how female athletes are portrayed – and we hope that everyone who’s keen to see change will spread the word,” Marco Versolato, CCO at Wunderman Thompson Singapore added.

With its commitment to fight sexism, Lux has released DE&I training programme last year which aims to stop bad behaviour in the workplace. A certain course in the programme named ‘LUX Allies Against Workplace Sexism’ is designed to help counter sexism in the workplace.

Singapore – Unilever’s global beauty brand LUX has been consistent in exercising its platform to rally against sexism, and this time, it augments its support by launching a new global training resource. The Allies e-learning programme is a learning tool targeted at the workplace setting, aiming to impart how to call out and stop bad behaviour in the workplace. 

Led by Wunderman Thompson, the communications are rooted in real-life insights relevant to the audience in developing and emerging markets that LUX serves. The new course called ‘LUX Allies Against Workplace Sexism’ is said to have been designed together with a DE&I behaviour change expert to help counter sexism in the workplace. Furthermore, it was created specifically for emerging markets where patriarchal values and the traditional mindset about gender roles are entrenched in society. 

Severine Vauleon, global brand lead at LUX, said, “Beauty can be a powerful source of strength and self-confidence for women. At the workplace in particular, confidence and self-belief can make a huge difference in a woman’s job satisfaction and career trajectory.” 

“As a brand that touches the lives of millions of women worldwide, we want to be an enabler that supports women’s confidence and authenticity to thrive, rather than see them self-edit and wither. As such, we will continue to help women everywhere fight casual sexism especially related to their experience, at home, in the workplace and in wider society.”

The ‘LUX Allies Against Workplace Sexism’ programme is structured as three module pillars – AWARE, ACT, and ALLY. It confronts participants with everyday scenarios in the workplace where women may face casual sexist remarks from colleagues – whether male or female – and gives simple yet effective actions to call out these belittling comments. 

To further drive home the agenda, LUX worked with organisational and behavioural scientist and indigenous rights advocate, Matthew J Yazzie, who specialises in workplace discrimination. Yazzie played a pivotal role in creating the content schedule for the modules. Part of them is him shedding light on casual sexism. 

The modules use short-form videos to highlight seemingly casual remarks that disempower individuals based on gender stereotypes and share how simple yet effective actions to call out belittling comments can make a difference. 

Nicolas Tran Dinh, global digital & masterbrand lead at LUX, shares, “Women, just like men, want to live in a world where they have equal opportunities to be their best selves. The first step in reducing the pressures of everyday sexism that women face starts with us. We must be more aware of our actions and be allies rather than bystanders to support women to rise above daily judgements. This is how we can build a world where men and women are celebrated equally and why we are providing this training as a free resource for all companies.” 

Echoing his comments, Hinoti Joshi, global business director from Wunderman Thompson, Singapore, who leads LUX communications, adds, “This is the next step in our Purpose journey towards our end goal of putting an end to everyday sexism. WT APAC and Unilever staff will be actively using it as part of our training to help empower and inspire a community of women and allies to speak up and hold their truth for their beliefs.” 

Anyone can access the Allies programme at no charge via LUX’s website and complete the modules to be a certified ‘ally’ against sexism.

Previously, LUX launched campaigns under its social inclusivity advocacy, the “In Her Shoes” and ‘UNSTOPPABLE” campaigns. In the past, the brand also released the ‘Finding Strength in Beauty’ 2021 whitepaper which shared data showing how discrimination against women continues to be prevalent in different forms.

Singapore – Unilever’s body wash brand Lux has rolled out a new campaign to assess various brands’ fragrance staying power by bringing in a ‘smell expert’, as part of the relaunching of its new and improved Lux Magical Spell body wash. 

In this latest campaign, which was created in collaboration with global creative and CRM agency Wunderman Thompson, Lux invited renowned smell expert Laurine Sautour, putting her on a blind test to memorize all the notes from six popular body washes, including Lux Magical Spell. 

The test goes, six women each showered with a different body wash and were called in to see if the fragrances are still detectable on their skin after 24 hours. Interestingly, Sautour only picked one scent that stands out from the six women, identifying it to be the Lux Magical Spell, asserting the brand’s 24-hour staying power.

Sharing her experience, Sautour said, “It was an opportunity to show people what smell experts do, and to create a deeper consciousness of the ability of scents to shape experiences and personalities.”

Meanwhile, Swarnim Bharadwaj, the global brand director at Lux, commented, “With our great collaboration with Wunderman Thompson, we were able to come up with this concept of using a ‘smell expert’ to highlight the superiority of our fragrances in a novel, interesting way.”

Wunderman Thompson’s Creative Director Savio Fonseca commented that they are always thinking of new ways to enhance and showcase Lux’s product experience. 

“To bring out the uniqueness of our latest 24-hour long-lasting fragrance claim, we created an unusual and surprising demonstration involving a super smeller,” said Fonseca.

The new campaign is already running on digital and e-commerce platforms in China.