The British group Unilever has decided to no longer use a word that is very common on the packaging and advertising of its brands' cosmetics to advocate more inclusive beauty. We explain to you!
The names and classifications of our beauty and daily hygiene products are not trivial. They actually convey strong and not always positive messages – even if they are sometimes unconscious – that can impact consumers' perceptions of themselves. This is also the case with their advertisements elsewhere. The Unilever group, which notably owns well-known cosmetic brands such as Dove, Ax, Monsavon, Signal and Rexona, has also looked into the issue by commissioning a study. "To analyze people's feelings and expectations with regard to the beauty products industry" as he specifies in a press release. A first step before being able to take concrete measures in favor of a more inclusive beauty culture, at the international level.
After interviewing no less than 10,000 participants in nine different countries, the results came out: “More than half of respondents (56%) believe that the beauty and personal care industry can be the source of a feeling of exclusion” continues the group in the same press release. And 70% of those surveyed “Claim that the use of the word 'normal' on packaging and in product advertisements has a negative impact.” Among the youngest between 18 and 35 years old, 80% of respondents even find this terminology negative.
This is why the group made the decision to delete the word "normal”Product packaging and advertising for its beauty and hygiene brands. A decision that will certainly not solve all the problems, but which is already a small step in the direction of beauty that is intended to be more inclusive and more positive.
Sunny Jain, President Beauty & Personal Care, explains this decision in more detail: “With one billion people who use our beauty and skincare products every day and even more watching our ads around the world, our brands have the power to truly impact people's lives. Thus, we are committed to challenging harmful norms and stereotypes and to shaping a broader, much more inclusive definition of beauty. ”
Recently, it was Huda Kattan, the creator of the famous make-up brand, who spoke out to protest against the unattainable beauty standards conveyed by social networks and certain cosmetic brands. Specifically, she called for more transparency on photo retouching because photo retouching can also have this kind of negative effect on audiences.
It is clear that the world of beauty is making efforts to advocate better values for all so necessarily, we validate!
We love Glossier's new body positive campaign (with unretouched photos):