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Is this the new normal?
Unilever is stripping the word “normal” of marketing language for its beauty and personal care products, in an effort to make the brand more inclusive.
The consumer goods conglomerate, whose portfolio includes Dove, Ax, TRESemme and Vaseline, announced the news on Tuesday, unveiling plans for a new “Positive Beauty” vision for the brand ad.
The Associated Press reports that the word ‘normal’ will be removed from the packaging for at least 200 products within a year.
(Unilever)
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The Associated Press reports that the word ‘normal’ will be removed from the packaging for at least 200 products within a year. The marketing of hair and skin care products traditionally uses language such as “for normal skin” or “normal hair”, but a worldwide study by Unilever found that the term “normal” as a descriptor for hair and skin leaves most people (56%) bird. excluded.
Unilever, with a good opinion, surveyed 10,000 people in nine countries and learned that 70% believe that the word “normal” has a negative effect on advertising and product packaging. 74% agree that the beauty and personal care business can better focus on making people feel better and not just look better.
Under the guidance of this new ethos, Unilever – which according to Reuters is one of the world’s leading advertisers – will no longer change a person’s body shape, size, ratio or skin color, and will more models “from different groups that are underrepresented “contains. said the London company 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 one billion people using our beauty and personal care products every day, and even more seeing our ads, our brands have the power to make a real difference in people’s lives,” said Sunny Jain, president of beauty and personal care care, said news release. “As part of this, we are committed to tackling harmful norms and stereotypes and forming a broader, much more inclusive definition of beauty.”
“We know that removing ‘normal’ from our products and packaging alone will not solve the problem, but it is an important step forward,” Jain added.
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In June, Unilever announced that it would remove the terms “whitening”, “lightening” and “fair” from its marketing materials to better promote racial inclusivity.
As part of the pressure, the company renamed the Fair & Lovely product range (sold in India) to Glow & Lovely, following the setback that the brand continues to perpetuate negative stereotypes about darker skin tones.
The Associated Press contributed to this report.