Unilever prohibits the word “normal” from being used in beauty products
Today Unilever officially agreed to remove the word “normal” from packaging and advertising for its beauty and personal care brands. The revolutionary step forward is part of the multinational company’s new vision of Positive Beauty, which aims to eradicate the exclusive language and outdated ideals of beauty in beauty products – namely, how we talk about skin and hair. The popular brands under the Unilever Beauty umbrella include drugstores such as Dove, Love Beauty & Planet, Vaseline and Shea Moisture, all of which no longer use “normally” to describe skin or hair types. In the beauty industry, experts typically characterize “normal” skin as skin that is neither particularly oily or dry nor affected by skin diseases such as acne or eczema. The word serves a similar purpose in hair care and refers to hair that has not been altered by bleaching or dyeing, or to the condition of the scalp. However, the word can be seen to have negative connotations, suggesting that skin and hair types outside of the description are abnormal and therefore inherently undesirable. The American Academy of Dermatology reports that one in four Americans has a skin condition. According to the British Skin Foundation, 70% of Britons have visible skin conditions or scars that affect their confidence, and 60% of Britons are currently or have had skin conditions at some point in their lives. Unilever’s research found that using the word “normal” to describe beauty products made people feel left out. Therefore, the move aims to challenge harmful ideals of beauty, prevent discrimination, and promote the inclusion of champions. Sunny Jain, president of Unilever’s beauty and personal care division, said in a company statement: “With a billion people using our beauty and personal care products every day and more seeing our ads, our brands can make a real difference in the lives of the people People. “With the launch of the Positive Beauty Initiative, Jain said, Unilever is working to combat harmful norms and stereotypes in the hope that this will shape a” broader, far broader definition of beauty. “Jain admitted in the statement one that while this promise is effective, it is not a panacea for the problems the beauty industry as a whole is facing. “We know that removing” normal “from our products and packaging cannot fix the problem alone, but it can is an important step forward, “he said.” It is just one of several measures that we are taking at Ra We embrace our vision of Positive Beauty, which is not only about doing less harm, but also doing more good for people and the planet. ”Sarah Degnan Kambou, President of the International Center for Women’s Studies, echoed Jain’s opinion. “Every day we see and hear messages about how to fit in and how to be included in very narrow definitions of ‘normal’,” she said. “To stand up for justice, we need to challenge these restrictive ‘norms’ and create societies and communities that celebrate the diversity and unique qualities and ideas that each person brings. Beauty is no exception. “To date, Unilever has tested over 200 products worldwide, all of which are labeled with the word“ normal ”in relation to skin and hair. The company says it is making headway in the hair care category as it works hard to tweak its product descriptions to meet the needs of all consumers, not just a few. Bottles that currently read “normal to damaged hair” will be replaced with more precise language, e.g. B. “dry” or “oily”. The move has been praised by consumers around the world, as Unilever says seven out of ten people think the use of the word “normal” on product packaging and advertising is unfavorable and dismissive. The company says the number of younger people between the ages of 18 and 35 increases to eight in ten. This change is clearly to be welcomed and will make many more people feel like they are not singled out or left out when shopping for beauty and personal care products in the future. It’s a positive difference and we’re definitely on board. This story was originally published on Refinery29 UK. Do you like what you see? How about a little more R29 grade, right here?