To advocate for a more gender-equal society, women are rejecting old-fashioned names which are out of sync with China’s modern and progressive society, following stereotypical names given by their parents that commonly evoke fragility or weakness.
The leading beauty brand, LUX, has taken this to the forefront of the conversation by introducing Reclaim Her Name, a new campaign that allows women to take control of their identity through the development of a digital tool that helps them change their original name by offering alternatives that may align with their own values and beliefs.
As a brand that aims to empower women to find strength in their beauty and rise above the judgements they face, LUX worked with creative agency VML Singapore to create a digital tool that helps women in China change their name with a simple shake of their phone. By offering women the chance to take control of their identity, the technology that works across China’s three biggest social platforms, including WeChat, Weibo, and Rednote, streamlines the process of name changing in China.
Women enter their current name into the app, then simply shake their phone to generate a new name using similar characters to their original name, but creating a new version that has a more modern and empowering meaning. The process can be repeated until they’re inspired by one that truly resonates and reflects their own identity.
LUX also created a bespoke typeface for Reclaim Her Name, titled “New Women’s Font”. The typeface is inspired by the ancient script of Nu Shu, the world’s only writing system created by and for women.
This modern tool for female empowerment draws on an ancient source of feminist inspiration: Nu Shu, a unique ‘script of the sisterhood’ first created during the Song Dynasty. Unlike traditional Chinese characters, this secret language was exclusively used by women, passed down through generations as a way to express emotions, share stories, and preserve their cultural heritage in a patriarchal society that often sought to silence them.
Inspired by Nu Shu’s characteristics, the typeface pays homage to this resilient and resourceful spirit by deconstructing oppressive and outdated names, reforming them into powerful new alternatives that harness a sense of female strength and resilience.
LUX has collaborated with influential ambassadors throughout China and real women who have changed their own names, to lead by example and to encourage other women to try out the digital tool.
Judy Zu, Global Brand Director at LUX says, “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.”
Those who wish to join the movement are using the hashtag #ShakeForChange and are following the conversation held by campaign ambassadors 高妹GaoMe and 诗颖Jocelyn.
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