As part of its ‘Positive Beauty’ initiative, Unilever – the parent company of some of the world’s most popular personal care brands such as Dove, Axe, Sunsilk and Vaseline – has announced that it won’t be using the word ‘normal’ in the advertisements and packaging of its products.
What’s the motive behind this?
According to a survey conducted by the multinational, seven in ten people believe that the word ‘normal’ used in product packaging and ads has a negative impact.
In the beauty industry, ‘normal’ is a word used to describe skin that is not particularly dry or oily, and is unaffected by conditions such as acne or eczema. Seeing the word on products and in ads often makes people feel excluded and undesirable, as it suggests that skin and hair outside of the standard description are abnormal. When the truth is, these are all very normal skin traits.
With the move, the company aims to create a more inclusive vision of beauty by challenging age-old damaging ideals.
In addition to this, the company has pledged that it will no longer digitally edit a person’s body shape, size, proportion or skin colour across its advertising.
While these are just small steps, they cause great impact. It’s amazing to know that brands are finally stepping up to take responsibility for the way they make people feel. Here’s to a more inclusive, less discriminatory future!