Posted on 03/10/2021
1 min read
The British giant Unilever has announced the end of the use of this term on the packaging of its cosmetics. A survey would have made it possible to realize the negative impact of this word on consumers.
“For normal skin, for normal hair”… These names that are regularly found on cosmetics should disappear from the packaging of certain brands. The Unilever group, which owns Dove or Ax, announced on Tuesday that it wanted to remove the term “normal” from its products and advertisements. The goal? Become more “inclusive ” and more “just” without discriminating against certain people. After carrying out a survey of 10,000 people, the cosmetics giant realized that more than seven in ten say the word “normal” has a negative effect on them.
Besides the negative influence of certain words on the packaging, advertisements are also part of this almost permanent pressure on the body women and men. It is for this reason that the Unilever group promises to ban digital retouching and to further diversify their models. “With a billion people using our beauty and skincare products, and even more seeing our ads, our brands have the power to change people’s lives. “, has indicated in a press release, Sunny Jain, head of Unilever’s cosmetics division.
A committed group
For 1 year now, the giant Unilever has banned the words “Fair”, “Light” (clear) and “White” (white) of its packaging. The group had been forced to act after being targeted by a petition in India regarding a skin lightening cream called (Claire and Jolie). Since, many initiatives are in place on social as well as environmental aspects.
By 2030, Unilever wants to demand from its suppliers a decent remuneration of their employees but also to work more with companies run by women or minorities. Finally, for 2025, “all the plastic that we use in our packaging will be recyclable, reusable or compostable, for all brands, everywhere in the world”, details the group in a press release.
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