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What happened
On the afternoon of March 7, amid a flurry of brand campaigns ahead of International Women’s Day — two hashtags related to domestic skincare label Proya surged to the top of Weibo’s Hot Search ranking, but not for the reasons the company had hoped.
On March 4, Proya had launched its International Women’s Day campaign, titled “Gender is not a boundary, prejudice is,” on social media platform Weibo. In a now-deleted post, the beauty brand's campaign invited five people to share their experiences of facing prejudice in their lives.
The first story featured a woman who confessed to entering her rebellious stage at the age of 26, declaring, “I just don’t want to be the good, obedient girl.” Her story of female growth and self-discovery struck a chord with audiences.
However, the subsequent stories were told from the perspectives of two men: One recounted a man embracing his “feminine” interests, admitting his fondness for dolls. The other story focused on a man who had faced challenges due to his “soft” personality, but had come to accept himself.
Angry netizens criticized Proya for including male perspectives in a marketing campaign meant to celebrate women. The label defended its choice, stating, “Proya focuses on addressing gender bias and promoting gender equality, which includes both women and men. This sets us apart from other brands’ March 8 campaigns.” However, the response only fueled the backlash.
One Weibo user commented, “There are 365 days in a year to address gender bias, yet you chose Women’s Day to advocate for men.” Others likened the initiative to celebrating capitalism on Labor Day, or fathers on Mother’s Day, highlighting the misplaced focus.
The Jing Take
Many felt that a brand targeting females should prioritize women’s issues rather than empathize with a male audience. Though Proya deleted the post, some consumers said they would boycott its products because of the recent Weibo posts.
In recent years, marketing activities around female empowerment have often sparked criticism. It’s a delicate topic in China and beyond that needs to be well balanced. For instance, in 2021, Ubras invited male comedian Li Dan to create videos for its marketing campaign. In the ad, Li referenced the bra as a weapon that allows women to easily “lie down and win” (躺赢), meaning easily win, in the workplace causing particular offense.
However, Proya’s controversy is particularly surprising, as the brand has attracted a large fan base of female buyers thanks to its campaigns supporting women over the years. Last Mother’s Day, Proya spoke out for housewives and moms, publicizing the fact that housework tasks and duties are not women’s work only; males can contribute as well. The campaign hashtag, “There’s More Than Just Mom in the World,” amassed over 33.8 million views on Weibo.
Proya's flop contrasts with the performance of labels that promote and protect China’s intangible cultural heritage, which are continuing to win over the hearts of local and global consumers.
Florasis’ recent “Nomadic Glam” campaign featured its brand ambassador and supermodel Du Juan galloping across the vast and serene Mongolian grassland, while showcasing the brand’s new collection of makeup and accessories crafted by traditional artisans.
Notably, the ulzii knot totem, also known as an endless knot, which is believed to bring good luck, appears on the Nomadic Glam collection’s makeup and fashion accessories. Other items inspired by prairie life include a phone and lipstick holder, a clutch bag, a fragrance card, and hair clips.
The brand raised awareness of local intangible heritage, charming global audiences and making patriotic consumers proud.
This kind of marketing with Chinese characteristics is quickly gaining ground globally, propelled by social media platforms like TikTok.