Olay is hoping to change the conversation on ageism, which is a taboo subject in China, for International Women’s Day.
To do this, the Procter and Gamble brand is using 100 female influencers in the country on social media and a film on female celebrities to share their personal stories.
In the film, female influencers like celebrity Lin Chiling, model He Shui and actress Gao Yuan Yuan talk about how they achieved success without their age being a factor.
Instead, they say they would rather be judged by the number of roles, accomplishments and runways they have been involved in.
In addition, Olay partnered with Bazaar to feature 20 women in the magazine about what inspires them and how they get through life’s obstacles and turned a area of a subway station in Shanghai into a library of all the stories it collects for the campaign, where vox pops will be conducted with women against the backdrop.