The consumer goods giant announced Tuesday that it will no longer use the term to describe certain physical features on packaging for beauty and personal care products, including Rexona deodorant and Sunsilk shampoo.
The company said the move “came as global research into people’s experiences in the beauty industry shows that using the word ‘normal’ to describe hair or skin makes most people feel uncomfortable.” found excluded.”
Unilever (UL) is one of the largest retail suppliers in the world, with
2.5 billion customers in more than 190 countries.
in one
declare, it said that a recent study it commissioned and conducted found that “seven-tenths” [respondents] agree that the use of the word ‘normal’ on product packaging and advertising has a negative impact. For younger people – those between the ages of 18-35 – this number rises to eight in ten. “
More than half of those surveyed also said that “now they are more concerned with the company’s views on social issues before buying a product,” Unilever added.
“With a billion people using our beauty and personal care products every day, and even more seeing our ads, our brands have the power to make a difference. make a real difference to people’s lives,” Sunny Jain, Unilever’s president of personal care and beauty, said in the company statement.
“We know that removing ‘normal’ from our products and packaging won’t fix the problem alone, but it’s an important step forward.”
By the company’s own account, it still has a lot of work to do.
Unilever also said on Tuesday that it will no longer “digitally change a person’s body shape, size, proportions or skin color in its brand advertising, and will increase the number of tissue ads describe people from diverse groups but are underrepresented.”
Businesses around the world are increasingly
rebrand to meet the needs of customers to become more comprehensive. Last year, many major companies renamed or removed products, including
Quaker Oats with the Aunt Jemima brand in the United States and
Nestlé with Red Skins and Chicos in Australia.
Unilever is no exception. Last year, its subsidiary in India, Hindustan Unilever,
removed the word “Fair” from skin care brand “Fair & Lovely” after complaints.
The company admitted in a statement at the time that it had previously promoted “the benefits of fairness, whitening, and skin-lightening” while marketing its products. Brand is
calling “Brilliant & Lovely.”
Competitors, including
L’Oreal (LRLCF) and
Johnson & Johnson (JNJ), also said they
will be renamed or discontinued several of their skin care brands in India for similar reasons.
Unilever has worked to diversify its product lines by partnering with minority-run businesses in recent years. For example, in 2017, the company
Make the title for myself
buy sundial brands, the maker of SheaMoisture owned by Black and other well-known hair and skin care brands.
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