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Is this the new normal?
Unilever is removing the word “normal” from the marketing language for its beauty and personal care products in an attempt to make the brand more inclusive.
The consumer goods conglomerate, whose portfolio includes Dove, Ax, TRESemme and Vaseline, announced the news on Tuesday, revealing plans for a new “Positive Beauty” vision for its brand advertising.
Within a year, the word “normal” will be removed from the packaging of at least 200 products, reports the Associated Press.
(Unilever)
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Within a year, the word “normal” will be removed from the packaging of at least 200 products, reports the Associated Press. Hair and skin product marketing traditionally uses language like “for normal skin” or “normal hair”, but a global study by Unilever found that the term “normal” as a hair and skin descriptor makes most people ( 56%) feel excluded.
Assessing the opinion, Unilever interviewed 10,000 people in nine countries and found that 70% believe that the word “normal” in advertisements and product packaging has a negative impact. To this end, 74% agreed that the beauty and personal care business could focus better on making people feel better, not just looking better.
Guided by this new ethos, Unilever – which reports Reuters is one of the biggest advertisers in the world – will no longer change a person’s body shape, size, proportion or skin color and will present more models “from different sub groups -represented “the London company said in a statement.
The consumer goods conglomerate, whose portfolio includes Dove, Ax, TRESemme and Vaseline, announced the news on Tuesday.
(Roberto Machado Noa / LightRocket via Getty Images)
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“With a billion people using our beauty and personal care products every day, and even more seeing our advertising, our brands have the power to make a real difference in people’s lives,” said Sunny Jain, president of beauty and care personal information in a press release. “As part of this, we are committed to combating harmful norms and stereotypes and to shaping a broader and more inclusive definition of beauty.”
“We know that removing the ‘normal’ from our products and packaging will not solve the problem alone, but it is an important step,” added Jain.
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In June, Unilever announced that it would remove the terms “whitening”, “whitening” and “fair” from its marketing materials to better promote racial inclusion.
As part of the effort, the company renamed the Fair & Lovely product line (sold in India) to Glow & Lovely, after the reaction that the brand was perpetuating negative stereotypes about darker skin tones.
The Associated Press contributed to this report.