Beauty and personal-care company Unilever said on Tuesday that it would no longer use the word “normal” on its products and in its advertising, after a study revealed that it makes most people feel excluded.
Unilever, A London based company Owners of Pigeon, Ax, Sunsilk and Vaseline, among other personal care brands, also said it would not make changes to the model’s body shape, size, and skin color in its advertising as part of its positive beauty initiative. According to a news. And the company promised to increase the number of ads featuring lower numbers of people, without specifying those groups.
Unilever said that one of the aims of these steps and others was to challenge better narrow aesthetic ideals.
The changes in advertising occurred when the company began studying 10,000 people in nine countries, including Brazil, China, Nigeria, Saudi Arabia, and the United States.
The study found that 56 percent of participants thought that people could be excluded from the beauty industry, and that seven out of 10 people agreed that the word “normal” had a negative impact on products and in advertising. For people between the ages of 18 and 35, the figure increased from 10 to eight.
Fourteen percent of the participants said that they wanted the beauty industry to look better, not just better.
“We know that removing ‘normal’ from our products and packaging will not alone fix the problem, but it is an important step,” the statement said. Mr. Jain said that the company was committed to dealing with harmful norms and stereotypes.
A Unilever spokesperson said on Tuesday that the company had more than 200 products that included the word “generic” on the label. He said that the company had already started the removal process, which was to complete it by March 2022.
The changes were “completely necessary” for a long time after Black Lives Matter’s performances around the world last year, said Ateh Jewel, a beauty journalist and an advisory board member British Beauty Council, An organization representing the British beauty industry.
“The common term has been used to distinguish you,” said Ms. Jewel. “I’m normal. My dark skin is normal. My juicy West African curvy body is normal. Everything about me is normal.”
Products using the word “normal” can make a person feel anything, but he said that its use can be dangerous to a person’s self-esteem and mental health.
Ms Jewell said Unilever’s decision just “scratches the surface” and needs to be made more widely. He suggested that beauty companies should focus their attention on recruiting more diverse candidates for seats in boardrooms and for positions in cosmetic labs.
Last summer, in response to international outrage The murder of George Floyd, Institutional Racism and Police Violence, Unilever was one of several domestic beauty companies Race to declare their protest racism. In June, Johnson & Johnson said it would stop selling skin whitening lotion, Including Neutrogena Fine Fairness and Fairness by Clean and Clear. In the same month, L’Oreal also said It will stop using words like “whitening” on its products.
At the time, the company, formed in 1930 by the merger of Lever Brothers, a Dutch margarine manufacturer, and a British soap company, said it would bring the words “fairness / blondness, white / whiteness, and lighter / lighter” product packaging. And from communication. The company also committed to change the name of its Fair and Lovely brand, which has been a jugaad of India for decades. Marketed as a light skin for pleasure.
“Words are powerful and we’re used to this unconscious bias,” Ms Jewel said. “It just washes over us. We do not even realize what we are saying because we are prone to racism. “