Empowerment by Name: LUX's Bold Campaign to Challenge Gender Bias in China
In celebration of its 100th anniversary in China, beauty brand LUX has launched the 'In Her Name' campaign to combat gender bias in naming conventions.
Inspired by the impact names have on societal perceptions, LUX collaborated with linguistics expert Liu Yanchun to create 100 empowering new names that reflect strength and potential.
The campaign has faced challenges navigating cultural traditions, yet the public response has been overwhelmingly positive.
With significant social media engagement, millions of women are considering name changes. Speaking to LBB, the LUX team say the initiative marks a bold step towards gender equality, and plans are in place to expand globally.
LBB> What inspired LUX to initiate the 'In Her Name' campaign?
LUX> LUX is a beauty brand with the purpose of empowering women to rise above sexism and express their beauty unapologetically. Over the past couple of decades, LUX has demonstrated its purpose through local and global campaigns including Change the Angle, a campaign that aims to stop female athletes from being objectified. In China, LUX has done various nationwide campaigns for more than five years now, encouraging women to smash sexist labels and embrace their beauty with pride.
In 2024, LUX is celebrating its 100th anniversary in China. This time LUX was inspired to launch the 'In Her Name' campaign to address the pervasive issue of gender bias embedded in Chinese names. Recognising that names can significantly influence societal perceptions and opportunities, LUX aimed to empower women by promoting names that reflect strength and potential, challenging traditional stereotypes and fostering gender equality.
LBB> How were the 100 new names selected, and what criteria were used to ensure they reflect strength and potential?
LUX> The selection of the 100 new names involved a meticulous process guided by criteria such as linguistic appeal, cultural resonance, and symbolic representation of strength and potential. The names were chosen to embody qualities like resilience, intelligence, and leadership, ensuring they inspire confidence and break away from traditional, gender-constrained associations. For example, new names such as Yè Lěi (Glowing Potential) and Míng Yǔ (Awaken the Universe) were created versus women being called ‘tiny’ or “second to men”.
LBB> Can you share more about the collaboration process with linguistics expert Liu Yanchun?
LUX> The collaboration with linguistics expert Professor Liu Yanchun from the Department of Linguistics at the Communication University of China. She was on board from the start and provided insights into Chinese names' cultural and linguistic nuances, helping to create and ensure that the new names were meaningful, culturally appropriate, and progressive ideals.
LBB> What challenges did you face in creating and promoting this campaign in China?
LUX> Creating and promoting the campaign in China presented several challenges, including navigating deeply ingrained cultural traditions and overcoming scepticism about the need for change in naming conventions. Additionally, promoting a campaign focused on gender bias required sensitive handling to avoid backlash and ensure widespread acceptance and support.
LBB> How has the public responded to the 'In Her Name' campaign so far?
LUX> The public response to the 'In Her Name' campaign in China has been overwhelmingly positive. Many people have expressed appreciation for the initiative's bold stance on gender equality and the empowerment of women. Our social-led campaign had a massive impact, leading to over 1.4 billion impressions to date in China. The rest of the world couldn’t ignore the issue either, where we garnered another 150 million impressions. We generated $600,000 worth of media value through the conversations that we created on media channels and on social media in the first three days. More than five million women saw the new names within the first three days. Post-campaign surveys indicated that 78% of women who have seen the campaign and the new names have considered changing their names. 74% of them said they believe having a powerful name is an advantage. 56% of them said they want a stronger name for their daughters. During the campaign week, we’ve seen a 103% increase in web searches for stronger baby names.
LBB> Why was China chosen as the starting point for this initiative?
LUX> China was chosen as the starting point for the 'In Her Name' campaign due to its unique cultural context, and the significant impact of traditional naming conventions and deep-rooted customs on gender perceptions. Many names in China have connotations that reflect gender stereotypes, with girls receiving names like "Quiet" and "Small" to signify demure femininity, while boys get names like "Strong" and "Victory" to denote dominance. Interviews with women from diverse backgrounds revealed first-hand the impact of societal norms on their identities, resulting in unfair treatment or unrealised potential. We also saw a trend where Chinese women express their discontent with their names on social media with #IHateMyName.
LBB> What role did cultural considerations play in the development of new names?
LUX> Cultural considerations played a critical role in developing the new names. The team ensured that the names were modern and empowering and resonated with Chinese heritage and values. This careful balance was essential to gain acceptance and ensure that the names would be embraced by the community.
LBB> How do you plan to measure the impact of this campaign on gender bias and societal perceptions in China?
LUX> The impact of the campaign will be measured through various metrics, including changes in public sentiment, media coverage, and social media engagement. Surveys and feedback from participants will also provide insights into shifts in societal perceptions and the acceptance of new naming conventions. Long-term studies may be conducted to assess the broader impact of gender bias.
LBB> What feedback have you received from women who have already changed their names as part of this movement?
LUX> Women who have participated in the movement have shared positive feedback, expressing feelings of empowerment and a renewed sense of identity when they chose their new names.
LBB> Are there plans to expand the 'In Her Name' campaign to other countries with similar issues?
LUX> Yes, there are plans to expand the 'In Her Name' campaign to other countries facing similar issues with gender-biassed naming conventions. The initiative's success in China will serve as a model for implementing similar campaigns in other cultural contexts, tailored to address local nuances and challenges.
LBB> What role do influencers play in the 'In Her Name' campaign, and how were they selected?
LUX> Influencers play a pivotal role in amplifying the campaign's message and reaching a broader audience. They were selected based on their alignment with the campaign's values, their influence on social media, and their ability to engage with diverse demographics and their own personal experiences based on their names or someone from their family who experienced it. Their involvement has been crucial in driving awareness and encouraging public participation.
LBB> What has been the response from the broader Chinese community, including men, towards this campaign?
LUX> The broader Chinese community, including men, has responded positively to the campaign. Many men have expressed support for the initiative, recognising its importance in promoting gender equality and challenging traditional norms. The campaign's inclusive approach has helped garner widespread acceptance and foster a collective movement towards change.
