This article is adapted from China Playbook, our subscription-based strategy hub for decision-makers navigating China’s ever-shifting consumer landscape.
Chinese beauty brand FunnyElves 方里 has never shied away from sensitive topics. Their latest campaign takes that commitment even further.
In partnership with online therapy platform Yisum 壹心理, the brand launched a mental health hotline and a 'scar archive', offering women a safe space to share personal experiences of trauma and healing.
To mark International Women’s Day, FunnyElves released an eight-minute video spotlighting five women and their stories of physical and emotional scars — not as flaws to hide, but as chapters of lived experience. The aim is to spark conversations about self-acceptance.
This initiative reinforces FunnyElves’ brand philosophy: scars don’t need to be hidden, but if desired, their foundation products can offer gentle coverage.
The message is clear—women should feel free to embrace their bodies while ensuring that mental health is taken seriously and professionally supported. It’s a message that balances empathy with empowerment, blending self-acceptance with practical beauty solutions.
What started online has also made its way offline. FunnyElves has taken this initiative on the road, popping up in cities across China to spark real-life conversations and extend the reach of its message.
This isn’t just about values-driven marketing; it’s a powerful case of how Chinese beauty brands are evolving to meet deeper consumer needs, and why emotional storytelling is becoming a core brand asset.
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This article is adapted from our subscription-based strategy hub, China Playbook. Read the full article here with insights and takeaways from our senior strategist, or click the button below to subscribe for full access.
Cover image via FunnyElves
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