LONDON– Language has its power, it may influence, defame and motivate. And that’s what with the marketing of beauty products all over the globe. What we see in any advertisement or brochure directly impacts our perception of beauty. The problem is when it comes to the term “Normal”, for instance- normal skin, normal hairs, and so on. It has mostly seemed to be the cipher of “white”. That’s why the consumer goods London-based giant Unilever is taking a stand.
Unilever has decided to ban the word “normal” from all of its beauty product ranges and personal care brands from all of its packaging and advertisements. It is up with the new Abnormal wave by spreading positivity and accepting every skin or type, ‘“we all are beautiful, and unique”.
In Australia, this would be applied to Dove, Tresemme, Sunsilk, and other simple brands across multiple ranges, where the work “normal”, “oily”, etc. have been used to help consumers pick the right product.
The major reason for doing so normally differs from person to person, and some people weren’t using the product as it suggests it’s not for them.
The problem, though, is that what is considered normal differs across individuals, and it’s alienating for those who don’t use products labeled ‘normal’ because it suggests they’re not.
Unilever, a London-based company that owns Dove, Vaseline, Sunsilk, Axe beauty products is banning the term “normal” from advertisements. This decision has been taken after the company conducted a 10,000 person study or survey across nine countries namely- India, China, Brazil, Saudi Arabia, Indonesia, Nigeria, United States, and South Africa.
Unilever press release states that the survey found More than half of people around 56% think that the beauty and personal care industry can make people feel disbarred”. It also conveyed that “7 in 10 people agree that using the word “normal” on packaging and ad campaigns can have a negative impact”.
Later on, Uniliver said in its press release- “the step to ban normal is one of many ways that work to challenge narrow beauty ideals, as we work towards supporting to end discrimination on any factor and promoting for a more comprehensive vision of beauty”.