Global beauty brand leverages pop culture to reframe mindsets on female stereotypes
SHANGHAI, CHINA – Media OutReach – 18 May 2021 – Helming the rise of a new generation of bold and purpose-driven pop artists, Unilever’s global beauty brand LUX has set itself the task of championing a breakthrough against female labels leveraging China’s music industry. Released in April 2021, in collaboration with Universal Music Group China, WPP’s Mindshare and Wunderman Thompson, its music video “势不可挡 (Unstoppable)” has gone viral with the campaign garnering over 330 million views since its launch. The track features popular artist Dylan Xiong who reinterprets award-winning American singer-songwriter Kelly Clarkson’s hit single “Stronger” with new lyrics comprising a crowd-sourced litany of judgements that women in China receive every day such as 拜金 (materialistic), 花瓶 (“flower vase”: pretty but empty) or 心机 (scheming, manipulative).
