Last year, LUX sparked a national conversation by spotlighting the issue of sexist names still commonly given to women in China. According to the campaign, names that emphasise fragility, weakness, or even a parental preference for boys, like Zhao Di (“I wish I had a boy”), Ya Nan (“Second to man”), and Sheng Nan (“Bear me a boy”) are disturbingly common, serving as a constant reminder of deeply rooted gender bias.
Now, building on that momentum, the brand is back with a new initiative: ‘Reclaim Her Name.’ Developed in partnership with VML, the campaign introduces a digital tool designed to help women reshape those names into modern, empowering alternatives — preserving their identity while reclaiming their narrative.
The new digital tool is available on the three “super app” platforms that dominate daily life in China: WeChat, Weibo, and Rednote.
How It Works:
Women enter their current name into the tool and shake their phone. The tool uses AI to generate a new name that retains the essence of the original, preserving characters, sounds, and meanings, while creating a modern, empowering identity.
If the first suggestion doesn’t feel right, users can try again. The process continues until a name feels meaningful — helping women find one that reflects who they are today.
“Each Chinese character is an alchemy of sound and symbol: the same strokes, rearranged, weave blessings or critiques,” said Judy Zu, Global Brand Director, LUX.
“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.
Zu added: “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.”
The ‘Reclaim Her Name’ tool introduces a new typeface created by VML and LUX called “New Women’s Font”, inspired by Nu Shu’s flowing, coded strokes.
An ode to ancient language, Nu Shu
Reclaim Her Name is based on an ancient source of feminist inspiration: Nu-Shu, the only known language created by women for women, said the campaign. This secret language for women was first created during the Song Dynasty.
“Unlike traditional Chinese characters, this secret language was exclusively used by women and passed down through generations as a way to express emotions, share stories in a patriarchal society that often sought to silence them.”
The ‘Reclaim Her Name’ tool introduces a new typeface created by VML and LUX called “New Women’s Font”, inspired by Nu Shu’s flowing, coded strokes.
The campaign had just launched, but is already resonating with women across China. Over 14,000 new names have been created since its launch, making a powerful statement about identity, empowerment, and the enduring strength of women’s voices.
“Inspired by an ancient, secret language created only for women, we’re rewriting sexist traditions to create meaningful new names that reflect the spirit of modern, dynamic women in China,” said Marco Versolato, Chief Creative Officer – WPP@Unilever, VML Singapore.
