Do the Right Thing launched their 10 Sec all-in-one lotion into China’s pink economy like a quiet revolution. This wasn’t merely skincare. It was liberation in a bottle, crafted to help young gay Chinese men discover the magnificence of their authentic selves in a society that often demanded conformity. The promise was audacious yet beautifully simple: hydration, toning, and brightening in just ten seconds. But what bloomed from this product was something far more profound. We engaged the gay community to join our movement, and they responded with breathtaking creativity. Their “10 Sec Shorts” became windows into souls finally free to dream. A young man standing proudly at the bow of his own Titanic, arms outstretched as King of the World. Another finding grace and power in the delicate movements of a Ballerina. A third breaking through invisible walls as a Human Wrecking Ball. And many more.
These weren’t just videos. They were declarations. Each ten-second transformation revealed not just glowing skin but glowing spirits. WeChat Moments became a canvas for courage, with six million views cascading through the platform on the first day alone. What began in a bottle crystallised into a movement that celebrated identities long hidden in shadows, now stepping boldly into light, all in the time it takes to count to ten.
Click the links below to watch more shorts:
