Women’s Day Posters Celebrating "Her Power"
In recent years, the essence of International Women’s Day has gradually been reclaimed. More people are recognizing that March 8th, International Working Women’s Day, was established through the efforts of socialist feminist movements to commemorate over a century of women’s struggles for peace, equality, and development. The term “woman” is not derogatory, and rebranding the day as “Goddess Day” or “Queen’s Day” reflects a biased or even discriminatory misunderstanding of the word “woman.” Women should not be defined by roles such as wife, daughter, or mother—their identities should not be overshadowed, for women can embrace any role they choose.
With this insight, CHANDO honors the intrinsic value of women. On the occasion of the 2023 International Working Women’s Day, the brand released a series of attitude-themed posters titled "It’s Talent, Not Duty", sparking discussions on marriage, childbirth, family rights, and continuing its exploration of diverse beauty and female empowerment. The campaign aims to convey that every woman has the right to choose a better path, encouraging Chinese women to boldly express their authentic selves and pursue a life of natural beauty that evolves with courage.
"It’s Talent, Not Duty"
CHANDO has always championed inclusive and respectful diverse aesthetics, advocating for women’s voices. This year, the "It’s Talent, Not Duty" posters pay tribute to “Her Power,” asserting that “talent is an innate brilliance of women—it should never become their shackles or traps.” By addressing women’s natural gifts and societal obligations, the campaign highlights issues like gender bias, inviting profound reflection and resonance across society.
Women can inhabit any role, irrespective of profession, makeup, attire, or labels. They are not just “mothers” or “wives”—they are, first and foremost, themselves.
Loyalty and sharing family responsibilities stem from the talent of love, but a woman is not merely a wife—she is her own person. Every woman has the right to choose different paths and roles.
Possessing a uterus and nurturing life with love are talents of motherhood, but childbirth is not a woman’s duty. Having children is a personal choice, and women deserve the freedom to decide.
Being meticulous and managing a household with care reflects a woman’s love for her space. Yet the strong association of housework with women stems from outdated cultural and societal norms. In reality, household responsibilities are shared duties—both men and women can excel at them.
You Are Born Beautiful
With the rise of female empowerment, “appearance-driven consumption” has become a new force in the market. Women’s demand for beauty continues to evolve, and the concept of “self-appreciation” is growing stronger. Their perception of beauty is shifting from rigid standards to diverse expressions.
As a 22-year-old domestic brand, CHANDO remains committed to being a compassionate and purpose-driven voice. Since 2018, CHANDO has consistently delivered content advocating for women:
In 2018, its provocative ad "No Man Could Pass This Interview" confronted workplace gender bias.
The same year, its Mother’s Day film "Unique—You Are Beautiful as You Are"honored mothers while encouraging women to embrace their natural beauty without conforming to external ideals.
In 2021, CHANDO collaborated with female athletes for the "Confidence is Natural, Passion Ignites" campaign, celebrating self-assured female strength.
During the 2021 “520” festival, the "I Am Not Your Gift" initiative urged women to be their own most precious gifts—free from the need to please others or conform to others’ preferences.
Rooted in the philosophy "You Are Born Beautiful" and inspired by the natural beauty of the Himalayas, CHANDO empowers women to grow, embrace self-love, and live authentically. Women have the freedom to choose their paths and identities. CHANDO hopes to inspire more women to courageously shed labels and gender stereotypes, embrace renewal, and live as their truest, freest selves—because there are a thousand ways to be a woman, and you are beautiful as you are.
