SHANGHAI, CHINA - Media OutReach Newswire - 16 April 2025 - LUX, the iconic beauty brand, announced the launch of its Shake For Change campaign in China, a dynamic digital tool designed to inspire and empower women to embrace personal transformation and self-expression through the power of a name.

Recognizing that a name can be a powerful symbol of identity and aspiration, LUX has created an engaging H5 experience accessible on WeChat, Weibo, and Rednote. This interactive platform allows women to explore new possibilities by generating potential names that resonate with their desired personal growth and aspirations – all with a simple shake of their phone.

Judy Zu, Global Brand Director, LUX: "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."

How Shake For Change Works

The Shake For Change experience is designed to be fun, intuitive, and empowering:

1. Enter Your Current Name: Users begin by entering their current name into the platform.
2. Shake for Inspiration: With a simple shake of their phone, the platform generates a new name, thoughtfully crafted based on the strokes and elements of their original name and presented in an engaging and dynamic way. This is where the Shake For Change magic happens!
3. Discover Your Perfect Fit: If the user loves the suggested name, they can share it with friends and followers. If not, they can shake again to discover even more possibilities until they find a name that truly resonates.

A Campaign Rooted in Empowerment and Collaboration

LUX is proud to collaborate with influential ambassadors on Rednote – real women who have personally experienced the transformative power of changing their names. These ambassadors will share their inspiring stories, highlighting how adopting a new name helped them embrace new chapters in their lives and unlock their full potential. They are living proof that Shake For Change can lead to real transformation.

A Message of Self-Love and Empowerment

At LUX, we believe that every woman deserves to feel confident and empowered to live life on her own terms. The Shake For Change campaign is a celebration of self-discovery and a reminder that women have the power to define their own identities and create the lives they desire. It's about finding a name that truly reflects who you are and who you aspire to be. It's about embracing the power of Shake For Change in your own life.

Key Highlights:

Interactive Shake For Change H5 Experience
Engaging and user-friendly platform on WeChat, Weibo, and Rednote

Rednote Ambassador Program
Featuring real women sharing their inspiring name-change stories

Focus on Self-Discovery
Encouraging women to embrace personal transformation and self-expression through the Shake For Change campaign.


Hashtag: #LUX

The issuer is solely responsible for the content of this announcement.

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 over judgements at home, in the workplace and in wider society.

About VML  

At VML we exist to inspire growth for ambitious brands. Part creative agency, part consultancy and part technology company, our 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 us at https://www.vml.com