LUX launches the Shake for Change campaign to help women reclaim their identities through Artificial Intelligence (AI) power of names. The women empowerment campaign is a bold move to challenge gender bias and celebrate individuality.
The first-of-its-kind digital experience helps countless women in China fight outdated expectations and ingrained cultural bias. Social listening uncovered deeply troubling stories: names like Zhao Di (“I wish you were a boy”) and Ya Nan (“Secondary to man”), revealing a painful legacy of disappointment and inequality from birth.
Women are sharing their stories across China, calling out the sexism embedded in names never truly theirs. This leads to viral conversations and igniting a nationwide movement to challenge the narrative.
The Shake For Change H5 experience created by LUX spotlights
the pervasive issue while empowering women to take control of their identities. This experience is accessible via WeChat, Weibo, and Rednote. It is an interactive experience to show the struggles women face with names, encouraging them to take a bold step towards self-expression.
How Shake for Change H5 Works
Here is how LUX’s Shake for Change H5 Works:
- Enter Your Current Name – Users enter their given name which carries the weight of cultural expectation or disappointment.
- Shake Your Phone for Inspiration – With a shake of their phone, a bold new name is revealed.
- Find Your Perfect Fit – Users can continue to shake for more name inspirations or share their favorite with friends and followers.
Shake For Change bridges the gap between emotion and action, turning a daunting, bureaucratic process into an empowering journey.
Honoring Heritage with New Women’s Font
LUX created a dynamic typeface, New Women’s Font, inspired from the historic Nu Shu script to honor the women who pioneered it. Translating to ‘women’s script’, Nu Shu was crafted by women and used in secrecy to express stories of pain, resilience and sisterhood under a patriarchal society.
The New Women’s Font serves as a powerful way to write modern female names, imbuing them with resilience of their foremothers. This helps women break free from outdated traditions to boldly rewrite their futures.
Reimagining Names with AI
Leveraging AI, each name is crafted to maintain a meaningful connection to the individual’s existing name to preserve its personal significance while carrying symbolic meaning.
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 Shake For Change: 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.”
The Rednote Ambassador Program Amplifies Voices
LUX has partnered with influential female voices on Rednote who embraced the transformative journey of Shake For Change firsthand. Through personal narratives, they show how a name can be a turning point. Their stories illuminate a universal truth: When a woman defines herself on her own terms, she unlocks a deeper sense of self-worth and possibility.
Discover the Shake For Change H5 experience and discover your own transformation. Visit LUX’s official pages on WeChat, Weibo, and Rednote to learn more and join a community of women rewriting their futures, one powerful name at a time. Use hashtag #LUX.
About LUX
LUX has been celebrating beauty and femininity since 1925. They understand that beauty is a woman’s armour, her source of strength. It is hers to express, unapologetically. LUX will continue to help women everywhere to rise above judgements they face at home, in the workplace and in the wider society.
About VML
At VML exist to inspire growth for ambitious brands. Part creative agency, part consultancy and part technology company, VML experts provide end-to-end capabilities at a global scale to deliver inspiration across the entire brand and customer experience.
For more information, please visit VML at https://www.vml.com
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