LUX Aims to Change Feminine Identity With 'In Her Name’ to Celebrate Its 100 Years Anniversary

Hi Huneybees,

LUX, the renowned beauty brand under Unilever, is thrilled to unveil its latest campaign, 'In Her Name', in celebration of its 100th anniversary. This initiative aims to empower women by addressing and overcoming sexist stereotypes associated with their names. With a vision to reshape societal perceptions for future generations, the campaign sheds light on the unconscious bias prevalent in the naming of children in China.

Traditionally, certain names chosen for children reinforce gender stereotypes, with girls often receiving names like "Quiet" and "Small" to signify perceived traits of demure femininity, while boys are given names like "Strong" and "Victory" to convey notions of dominance. Through interviews with women from diverse backgrounds, firsthand experiences revealed how societal norms surrounding names can impact their identities, leading to unfair treatment and unrealized potential.

The 'In Her Name' campaign by LUX seeks to revolutionize the naming conventions for women by introducing 100 names that embody the essence of femininity in contemporary society. Drawing inspiration from classical literature, positive associations, and the evolving landscape of societal progress, LUX has collaborated with Dr. Liu Yanchun, a distinguished linguistics scholar from the University of China, to spearhead a movement challenging societal norms and stereotypes. This collaboration ensures a meticulous selection process, offering unbiased options that showcase the diverse spectrum of femininity and promote inclusivity.

"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." --- Dr. Liu Yanchun

LUX also 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 social platforms Little Red Book, Weibo and Douyin. Women from all walks of life could choose new names for themselves that best represent their spirit and character.

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." The impact of the 'In Her Name' campaign extends far beyond naming conventions, reflecting LUX's commitment to championing diversity, inclusivity, and gender equality. So, if you could change your name, what would it be? Join LUX in the 'In Her Name' campaign and be part of a movement celebrating the beauty, strength, and resilience of women everywhere~!

For more information, please view the video click here.

  

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