Unilever, which is one of the largest manufacturers of health and skin care products in the world, has just announced they will remove the word “normal” from more than 200 items because the word allegedly makes people feel “excluded.”
The so-called move towards “inclusivity” will affect products such as Dove, Sure, Simple, and dozens of other household brands. The company is also announcing that it will ban excessive editing of “body shape, size, proportion, and skin color” in its advertisements starting next year. It’s all part of their “Positive Beauty” initiative.
The CEO of the company stated that they want to envision and create a “more inclusive definition of beauty.” This follows accusations leveled at the company that they have promoted stereotypes that involve dark skin tones.
In 2020, Unilever rebranded its skin-lightening cream that they sell in Asia from “Fair and Lovely” to “Glow and Lovely.” Petitions have surfaced calling for a halt to production over the perceived issue. “The product has never been and is not a skin bleaching cream,” Unilever claims on its website.
(Video Credit: Spring Studios)
Unilever was involved in a dustup in 2017 when they ran a Facebook ad campaign that featured a black woman who pulled off her t-shirt to reveal a white woman underneath. They immediately issued an apology for the faux pas. The next image in the ad showed a white woman taking off her clothes to reveal an Asian woman underneath.
Sunny Jain is the president of beauty and personal care products for Unilever. She stated: “We know that removing ‘normal’ from our products and packaging will not fix the problem alone, but it is an important step forward.”
SOAP NEXT: Unilever to Scrub Word ‘Normal’ from Dove, Other Products Because it ‘Excludes’ People https://t.co/Uf0Z0bHtOc
— Sean Hannity (@seanhannity) March 9, 2021
The word “normal” appears on the firm’s face products that indicate “normal or oily skin” and on shampoos and conditioners.
Unilever is also focusing on all types and races of people in their advertisements. This also includes religious affiliations, sexual orientation, and gender. Climate change is also a strong thread through all their advertising now.
From The New York Times:
The advertising changes came after the company commissioned a 10,000-person study across nine countries, including Brazil, China, Nigeria, Saudi Arabia and the United States.
The study found that 56 percent of participants thought that the beauty industry could make people feel excluded, and that as many as seven in 10 people agreed that the word “normal” on products and in advertising had negative effects. Eight in 10 people agreed among participants age 18 to 35.
Seventy-four percent of participants said they wanted the beauty industry to make them feel better, not just look better.
Unilever sent out a fully-woke tweet announcing the word removal from its products: “What is Positive Beauty? It’s brands that not only do less harm, but also do more good for people and the planet. That’s why we’re saying #YesToPositiveBeauty, and our beauty brands are removing the word normal from ads and packs all over the world.”
Also per The New York Times, Ateh Jewel, who is a “beauty journalist” and an advisory board member of the British Beauty Council declared that the changes were long overdue and “completely necessary” following the worldwide Black Lives Matter demonstrations in 2020: “Saying the word ‘normal’ has been used to set you apart. I am normal. My dark skin is normal. My juicy West African curvy body is normal. Everything about me is normal.”
The backlash on Twitter was epic:
“do more good for people and the planet.”
Your UK @Sure customer service just advised me to make an 80-mile journey to return a deodorant.
— Rocco Mckay (@RoccoMckay4) March 9, 2021
Dove soap says no to normal… Well, I've used Dove for years becuz of their normal campaign. Tired of Leftist's moronic thinking. I'm dumping Dove soap. Thanks Unilever.
— Marta (@peakwriter) March 10, 2021
Unilever to scrub the word "Normal" from #Dove Soap products.
There is no normal anymore apparently.
You can say that again.
— Nicola Charles (@nicola1charles) March 10, 2021
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