LUX launched its ‘Shake For Change’ campaign in China, a first-of-its-kind digital experience that empowers women to take charge of their own change, in a daring attempt to combat gender bias and celebrate individuality. Reclaiming one’s name as a statement of identity and self-expression is at the core of this bold yet intensely intimate concept.
A name is a reflection of who we are and who we hope to become, not just a label. However, the names of many Chinese women carry the burden of long-held prejudice and antiquated expectations. Names like Zhao Di (“I wish you were a boy”) and Ya Nan (“secondary to man”) show a bitter legacy of disappointment and unfairness. These stories were unearthed through social listening.
However, Chinese women are making their voices heard. A national campaign to question the narrative is being encouraged by women all over China sharing their tales and pointing out the misogyny ingrained in names that are never really theirs. These conversations have gone viral.
Using the Shake For Change H5 experience to empower women.
LUX developed the Shake For Change H5 experience to raise awareness of the widespread problem and give women the confidence to take charge of their identities. This interactive experience, which is available on WeChat, Weibo, and Rednote, highlights the difficulties women have when their names no longer suit them and encourages them to boldly pursue self-expression.
How It Operates:
Submit Your Current Name: When users submit their given name, societal expectations and disappointments are weighed.
Shake for Inspiration: A daring new name is unveiled when a person shakes their phone.
Discover Your Ideal Fit: Users can share their favourite names with friends and followers or keep shaking for additional name ideas.
This is a transformative event rather than merely a digital instrument.
Shake For Change transforms a difficult, bureaucratic process into an empowering adventure by bridging the gap between emotion and action.
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. Translated 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.
By giving contemporary female names the tenacity of their foremothers, the New Women’s Font empowers women to rebel against antiquated customs and fearlessly redefine their futures.
Using AI to reimagine names
Each name is created using AI to have a meaningful connection to the person’s current name, retaining its symbolic meaning and personal relevance.
Judy Zu, Global Brand Director, LUX, said, “Each Chinese character is an alchemy of sound and symbol—the same strokes, rearranged, weaving 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.”
Through the Rednote Ambassador Program, LUX has teamed with prominent female Rednote speakers who have personally experienced the transforming journey of Shake For Change in order to amp up voices. They demonstrate how a name can be a defining moment through personal stories. Their experiences shed light on a common reality: women experience a greater sense of possibilities and self-worth when they define themselves according to their own criteria.
About LUX
LUX has been celebrating beauty and femininity since 1925. We understand that beauty is a woman’s armour, her source of strength. It is hers to express, unapologetically. We will continue to help women everywhere to rise above judgements they face at home, in the workplace and in wider society.
