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Olay promises to walk with Chinese women who are lacking confidence Details
Olay has launched a new campaign to empower women to express beauty in their own way. The campaign, Fearless of judgement, is conceptualised by Grey Hong Kong, and is the first part of a series under Olay China s newly launched brand idea Pursuit of Fearless .
The campaign revolves around the statement Fearless of judgement, I have my own beauty and leverages La Mu Yang Zi, a Chinese actress who is not usually seen as conforming to the traditional definition of beauty.
In the film, she questions: If I want to see it for myself -which face would I choose? After contemplating the changes, she then tells her personal story of how she deals with social judgement and chooses her own appearance- a message the brand believes will resonate with women in China.