Key takeaways:
- Brands are moving away from titles like “queen” and “goddess” in International Women’s Day campaigns to focus on women’s strengths and expanding public discussions on gender issues.
- Notable campaigns this year include Perfect Diary’s film celebrating women’s ambition, Hao Wang Shui’s event promoting self-love, and Chongqing Longfor Beicheng Tian Street Shopping Centre’s initiative against the stigmatisation of women’s words.
- The campaigns represent a shift towards celebrating female resilience and empowerment, aligning with the growing focus on female consumers in marketing strategies.
Instead of generic International Women’s Day campaigns with shallow compliments, brands are revamping their approach to reflect what society and consumers want today. Brands are moving away from tired tropes like “queen” and “goddess,” instead focusing on empowering narratives that celebrate women’s strengths and tackle real-world issues. This connects well with the growing “She Economy,” where women have significant spending power.
Here are three standout brand campaigns selected by Dao Insights from this year:
Perfect Diary – Free Your Ambitions
Back in the early 20th century, the spirited women’s movement in the United States sparked the birth of International Women’s Day. Fast forward to 1924, this celebration made its grand entrance into China, marking 2024 as its centennial. In a nod to this monumental milestone, the leading Chinese beauty brand Perfect Diary teamed up with Xinhua Net to roll out “Ambition”, a film starring four remarkable women from diverse arenas.
Meet Yao Rui, the stalwart guardian of the “Chinese Eye” telescope; Zhou Yijun, a fearless war correspondent with multiple assignments in the Middle East under her belt; Zhang Hanliang, the “Kung Fu heroine” hailing from a lineage of medical martial arts; and Dong Yilin, a celebrated national percussionist and laureate of the Wen Hua Award. This chic flick spotlights the resilient spirit of women, courtesy of Perfect Diary’s 901 Ambition Red-Brown Matte Lipstick, encouraging every woman to boldly break free from conventions and boundaries.
The message is clear: women are unstoppable forces with the ambition to achieve anything they set their minds to
Perfect Diary’s message is clear: women are unstoppable forces with the ambition to achieve anything they set their minds to.
Campaign video script:
“With the launch of our latest lipstick and a brand-new song, we celebrate the incredible women who’ve made a mark on women’s progress and society over the last hundred years.
With flowers and cheers, we applaud your patience, persistence, and determination, which have truly made the world a better place.
But this lipstick? It’s all about celebrating your ambition.
It’s for those ready to take on the world. Let this ambition red brown be your partner in crime, supporting you as you chase your endless dreams with elegance and flair.”
Hao Wang Shui – The Wedding of 100 Girls
Hao Wang Shui, a brand specialising in sparkling herbal juices, launched “The Wedding of 100 Girls” campaign in Hangzhou, redefining the concept of marriage.
Every March, the brand sets the stage for an exclusive gathering, where women are welcomed to don bridal gowns for an extraordinary occasion. This event honours International Women’s Day while offering a platform for engaging in meaningful conversations about personal growth and identity, open to all women irrespective of their backgrounds or ages. The objective is to bring together 100 women for a dialogue on empowering oneself and practicing self-love, aiming to encourage those who are typically reserved, to emerge confidently and take centre stage.
A highlight of the event is the “Girls Talk” segment, where women share their stories and insights, including special performances and talks that inspire thoughts on freedom and happiness. Hao Wang Shui believes in the unique journey of each individual towards happiness, advocating that marrying oneself and embracing self-love is the true beginning of happiness, and not needing a partner to complete you.
Hao Wang Shui aimed to convey the concept that happiness doesn’t come with a fixed recipe, but each personal tale adds to its richness
The brand aimed to convey the concept that happiness doesn’t come with a fixed recipe, but each personal tale adds to its richness. They see marriage as a step towards happiness, where each woman has the freedom to wear or ditch the wedding dress.
Chongqing Longfor Beicheng Tian Shopping Centre – Rejecting the Stigmatisation of Women’s Words
The Chongqing Longfor Beicheng Tian Street Shopping Centre, in collaboration with brands, launched a campaign against the stigmatisation of women’s words—WOMEN Speak Out. Presented in the form of zebra crossing slogans near the mall, it aims to restore the original meanings of words like “woman妇女,” “Madonna圣母,” “socialite名媛,” “fairy小仙女,” and “Miss 小姐.” These terms have come to have negative connotations due to societal perceptions and media portrayals. Chongqing Longfor Beicheng Tian Street Shopping Centre provided a platform for women to voice their opinions and assert their rights.
Poster content:
“I seek freedom and equality, rights that belong to all humans, not just designated for women.”
“When a woman identifies as ‘woman,’ she draws her strength directly from herself.”
“‘Madonna’ signifies a mythical woman with divine abilities and revered status.”
“‘Socialite’ refers to a woman from a distinguished background, both talented and beautiful.”
“‘Fairy’ is a term for a young girl who is adorable, beautiful, and has a good heart.”
“Every sector is open to all, regardless of gender.”
Regarding “female drivers,” data up to 2019 shows that there were 298 million male drivers compared to 137 million female drivers. In traffic accident cases, men made up 96.6%, with women at just 5.40%. The stereotype that women are poor drivers needs to be challenged.”
However, the campaign was later pulled without explanation. Netizens speculate that it was due to “sensitive content”.
Looking Ahead: A Brighter Future
With the rise of the “She Economy,” an increasing number of brands have started focusing their marketing themes on female growth and gender issues, with International Women’s Day on 8th March becoming a key battleground for “female-centric marketing.”
Many brands delve into social issues, establishing emotional connections with female consumers on cultural and value-identification levels
Looking at brand campaigns from the past two years, it’s evident that acknowledging the history and value of International Women’s Day and paying tribute to female strength have become the mainstream in the festival’s marketing. Among the various thematic advertisements, many brands delve into social issues, establishing emotional connections with female consumers on cultural and value-identification levels, encouraging them to break free from the constraints of labels and showcase their inner strength.
