Lux: Reclaim Her Name

In Chinese culture, a name is more than just an identity; it’s tied to destiny, so families choose names with immense care, embedding hope, status, and meaning into every character. Yet, millions of women in China are given names that are not only outdated but also shockingly sexist. 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. This is why Unilever beauty brand LUX has launched Reclaim Her Name - a campaign and digital tool to help women change outdated and sexist names into new, powerful, modern names. All through a simple shake of their mobile phones. Developed by creative agency VML Singapore, the campaign helps women in China to take control of their identity by practising ‘self-renaming. It helps women change their traditional, stereotypical names and create new, modern more empowering versions. The Reclaim Her Name digital tool is available on the three 'super app' platforms that dominate daily life in China: WeChat, Weibo, and Rednote.