The word «normal»Has been removed from packaging and brand advertisements Unilever as the last action of the program Positive Beauty, an initiative that aims to spread gender equality and inclusivity, as well as improve the sense of well-being through projects dedicated to body hygiene and mental health. The project Positive Beauty di Unilever it also includes the protection and regeneration of 1.5 million hectares of land, forests and oceans by 2030 and promoting the implementation of a global ban on cosmetic testing on animals by 2023.
“It’s not up to us to decide what’s normal. We are here to offer the best products to meet everyone’s needs, ”he told the magazine Allure Esi Eggleston Bracey, executive vice president and chief operating officer of Beauty & Personal Care for Unilever. “How everyone takes care of themselves is a personal choice and in our offer we will not define the standard of what is ‘normal'”. In Unilever’s beauty portfolio there are, among the beauty brands, Ax, Clear, Dove, Glow & Lovely, Lifebuoy, Lux, Rexona, Smile, Sunsilk and Vaseline.
Unilever had already announced last year to remove the words fair, fairness, white, whitening, light, e lightening from all the packaging of its products, and with this recent choice it continues its march towards inclusivity by eliminating old-fashioned words in the world of beauty. The hope is that these initiatives will act as an engine for a radical change in the world of beauty.
The term normal, out of context, it seems like a word that doesn’t hurt anyone. On the label of a beauty product it has a connotation that is anything but harmless. For years, consumers have considered the word “normal” corresponding to skin and hair that do not have elements that require correction, as if it were abnormal to have oily skin, with cellulite, or frizzy and bristly hair.
The choice was made by the multinational after an international survey conducted among Brazil, China, India, Indonesia, Nigeria, Saudi Arabia, South Africa, the UK and the United States. The results revealed that 7 out of 10 participants agreed that the word “normal” on packaging and advertising has a negative impact and makes many people feel excluded, highlighting the need that in the world of beauty there is a need for products that make you feel better rather than make you look better.
Under the lens also the word “nude” which in beauty has always been used to indicate a Caucasian skin tone. “Often when I see nude lipstick I think ‘this is not the color of my naked skin,'” continued Bracey.
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