Pop culture against sexist labels – a Unilever campaign with good intentions
Pop culture’s widespread popularity can be also used as a tool by brands looking to boost their relevance and reach new audiences. In its new campaign, Unilever’s LUX beauty brand claim they are making an attempt to fight sexist labels and reframe mindsets on female stereotypes, by leveraging pop culture.
The company has launched a campaign for their LUX brand in China, aiming to encourage women to rise against everyday sexist judgments and showcase their beauty as a source of strength, leveraging China’s music industry and the new generation of more purpose-driven pop artists.
Recently released in collaboration with Universal Music Group China, WPP’s Mindshare and Wunderman Thompson, its music video Unstoppable has gone viral. The track features popular artist Dylan Xiong who reinterprets American singer-songwriter Kelly Clarkson’s hit single “Stronger” with new lyrics that (according to the press release) reflect actual judgments women face.
With lyrics such as “Nobody can stop you from blossoming. Your light is unstoppable, you are your own bright shining light”, the music video – as the company claims- is celebrating women who are empowered and have the confidence to smash labels, bringing to the fore the need for women to express themselves just how they want to.
The company is quoting a global Nielsen study shows that 1 out of 2 women around the world have been judged for expressing themselves differently and 70 per cent of these judgments are related to their appearance; sadly, their campaign only includes young, thin, stereotypical beautiful girls, in very mainstream lush environments – so, the idea might have been noble, but the result is only targeting a specific part of the female audience.
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