LUX empowers women in China to take control of their identities

Unilever's beauty brand LUX has empowered women through “Reclaim her name”, an initiative and digital tool designed to help women transform outdated and sexist names into powerful, modern alternatives - simply by shaking their mobile phones.

Developed in collaboration with creative agency VML Singapore, PR firm The Right Reasons in Amsterdam, and Ogilvy, the campaign encourages women in China to take control of their identity through the practice of "self-renaming". It enables them to replace traditional, stereotypical names with new, empowering versions that reflect their modern selves.

In a conversation with MARKETING-INTERACTIVE, Hinoti Joshi, managing partner - Unilever, VML Singapore; and Marco Versolato - chief creative officer - Unilever, VML Singapore, said the campaign has targeted 45 million women who resonated with the movement—a wave of personal testimonies revealing how names shape identity, confidence, and social worth. By addressing not only their frustrations but also their desire to reclaim their narratives, the initiative has offered a simple yet symbolic act that redefines who they can be.

The strategy for "Reclaim Her Name" is based on a simple yet powerful insight: millions of Chinese women carry names rooted in outdated gender norms—names they did not choose, according to Joshi and Versolato. LUX seeks to flip that narrative, not through traditional advertising, but through a PR- and social-first movement designed to spark cultural conversation and facilitate personal transformation.

The “Reclaim her name” tool is accessible via China’s three social platforms including WeChat, Weibo, and Rednote. This ensures accessibility and maximise reach, fostering a sense of community and encouraging widespread participation, according to Joshi and Versolato. Women simply enter their current name into the tool and shake their phone. The tool uses AI to generate a new name that retains the essence of the original, preserving characters, sounds, and meanings, while creating a modern, empowering identity. If the first suggestion doesn’t resonate, a simple shake generates another. The process continues until a name resonates, allowing women to reclaim their identity with a name that truly reflects who they are today.

PR has played a critical role, said Joshi and Versolato. LUX has launched the campaign by featuring real women who had legally changed their names, igniting media coverage and online debate. Influencers and journalists will then amplify the story, turning a branded initiative into a national conversation.

To measure ROI, LUX will track brand health, brand equity, and the number of new names created through the platform. These metrics serve as key indicators of the campaign’s success in building relevance, emotional resonance, and long-term brand preference among Chinese women.

Since its launch, over 14,000 new names have been created through “Reclaim her name”, making a powerful statement about identity, empowerment, and the enduring strength of women’s voices, according to the release.

“Reclaim her name” is based on an ancient source of feminist inspiration: Nu-Shu, the only known language created by women for women. This secret language for women was first created during the Song Dynasty. Unlike traditional Chinese characters, this secret language was exclusively used by women and passed down through generations as a way to express emotions, share stories in a patriarchal society that often sought to silence them.

Additionally, the “Reclaim her name” tool features a new typeface called the “New women’s font”, inspired by Nu Shu’s elegant, coded strokes.

Judy Zu, global brand director, LUX, said: “Each Chinese character is an alchemy of sound and symbol: the same strokes, rearranged, weave blessings or critiques. At LUX, we believe every woman deserves a name that becomes a mirror to her strength and a compass for her journey. Yet, even today, profound bias still lurks behind many women’s names. That’s why we created Reclaim Her Name: not just to rename, but to reignite. Because every woman can - and should - sculpt her identity unapologetically, just as characters transform with every stroke, so can we.”

Marco Versolato, chief creative officer, VML Singapore, said: “Inspired by an ancient, secret language created only for women, we’re rewriting sexist traditions to create meaningful new names that reflect the spirit of modern, dynamic women in China."

Don't miss: LUX modernises Chinese women's names with new social campaign

Back in April 2024, LUX unveiled a social campaign “In her name” to challenge unconscious bias and highlight the power of a new name. This came as the brand realised a name given at birth doesn’t accurately reflect a person’s authentic self and true potential - a particular issue in China, but also other countries globally.  

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