LUX Launches Digital Tool Empowering Women to Change Their Name

Women in China often have stereotypical names that evoke weakness, or even a parental preference for boys.  Women across the region are now rejecting the outdated stigma and leading beauty brand LUX has introduced Reclaim Her Name, a new campaign that inspires women to take control of their identity. Reclaim Her Name is a digital tool for China’s social media channels to help women change their traditional names by offering new versions, inspiring them to break free of the stereotype.

LUX worked with creative agency VML Singapore to create a digital tool that helps women in China to change their names, all with a simple shake of their mobile phone. This pioneering platform both simplifies and beautifies the process of name changing in China.

Reclaim Her Name is a digital tool that works across China’s three biggest social platforms: WeChat, Weibo, and Rednote. 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. Repeating the process until they’re inspired by one that truly resonates and reflects their self-identity.

As well as creating new names, LUX created a bespoke typeface, 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 flowing, coded strokes, LUX designed New Women’s font — a contemporary typeface that pays homage to this resilient and resourceful spirit. Reclaim Her Name deconstructs oppressive and outdated names, reforming them into powerful new alternatives that install the strength and resilience of their foremothers. Reclaim Her Name not only sheds light on this cultural bias but also empowers women to take action by providing them with the tools to reclaim their identity.

To amplify the Reclaim Her Name campaign message of self-transformation, LUX is collaborating with influential ambassadors throughout China to lead by example and to encourage other women to try out the digital tool.

Judy Zu, Global Brand Director for 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”.

Women are now speaking out and using #ShakeForChange to advocate for strength in female empowerment, while encouraging others to take to the digital tool for their own enlightenment.

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