In China, International Women’s Day campaigns often risk falling into the same familiar formula: pastel graphics, polite empowerment slogans, and a vague promise to support women. But several brands in the China market are taking a sharper route.
Instead of leaning on generic inspiration, they’re tying women’s stories directly to product design, social issues, and real cultural conversations – from menstruation stigma to creative expression and mental health. Across skincare, tech accessories and personal care, the message is that empowerment works best grounded in everyday experiences.
Here’s how four brands are creatively approaching International Women’s Day in China this year.
Libresse: turning ‘Big Moves’ into a statement on period stigma
Personal care brand Libresse (薇尔) is using International Women’s Day to tackle a subject regularly kept out of public view: menstruation. The brand’s campaign, titled Celebrate Every Big Move Women Make, transforms a product message – freedom of movement during that time of the month – into a broader cultural statement.
Subway ads across Shenzhen and Hangzhou carry bold copy encouraging women to claim space and reject social expectations. Lines such as ‘If there isn’t a seat at the table, bring your own chair’ reframe everyday ambition as something women shouldn’t apologise for.
It builds on Libresse’s wider strategy, which has included campaigns like Menstruation Doesn’t Need to Be Hidden and even a Menstrual Emotion Museum.
CASETiFY: turning tech accessories into creative canvases
Lifestyle tech brand CASETiFY is celebrating International Women’s Day by spotlighting female creativity. Under the campaign theme Inspired by Her, Where Creativity Blossoms, the brand invited three creators – a yyNoyy, XiaoAnnn, and Alex绝对是个妞儿 – to interpret the idea of imagination through different creative mediums.
Their work feeds into new product collaborations and storytelling across CASETiFY’s accessories ecosystem, positioning phone cases and tech gear as canvases for artistic expression. The brand is also upgrading its customisation tools, introducing new filters and AI-assisted design features alongside the return of its nostalgic grid photo case format.
NIVEA: Reframing identity pressure through real stories
Skincare giant NIVEA (妮维雅) is leaning into storytelling with a campaign celebrating what it calls unordinary women. The brand follows three Chinese women – entrepreneur Yang Tianzhen (杨天真), comedian Xiaolu (小鹿), and creator Yanzhen INKY (彦真 INKY) – as they reflect on the pressures of ambition, public expectations and identity labels.
Each story carries the same conclusion: life improves when women allow themselves a little less pressure and external judgement. That narrative links neatly to product messaging for NIVEA’s 630 Dual-Effect Serum, positioned as a solution to skin concerns caused by modern life’s stresses.
By pairing emotional storytelling with their usual scientific proof points – including a 28-day spot-reduction study with SGS – NIVEA bridges brand values with product credibility.
Guyu: Expanding skincare into emotional care
Chinese skincare brand Guyu (谷雨) is broadening the conversation from skincare to emotional wellbeing. Its Women’s Day campaign line, Her Feelings Shouldn’t Require Compromise, paints emotions as signals that deserve attention rather than suppression.
The brand released a limited-edition gift set designed for relaxation, including a sleep spray and facial steaming towel. But the campaign extends beyond products. Guyu also launched a year-long women’s psychological support hotline in partnership with China Women’s News and the Beijing Happiness Public Welfare Foundation.
Meanwhile, collaborations with podcast platform Xiaoyuzhou bring discussions about independence, growth and emotional health into public conversation.
