Backed by new consumer research showing that seven in ten people feel the word creates a negative connotation, Unilever will no longer use the word “normal” in its advertising, packaging and other forms of marketing communications, reports MediaDailyNews.

“We’re saying no to ‘normal’ and yes to positive beauty,” Unilever said in a statement, adding that “74% of people want the beauty and personal care industry to reflect a broader definition of beauty.”

According to MediaDailyNews: “The company — which received many accolades as well as ad industry awards for its Dove brand beauty campaign, which sought to redefine the definition of age-based beauty — said the new research being unveiled today “looks even deeper into people’s experiences and the beauty and personal care industry,”

Participants want to see “a more inclusive range of people reflected by beauty and personal care brands,” Unilever stated, adding, “The majority said the industry still has some way to go to better represent people of various body types, people from different age groups, people from different ethnicities and people from the LGBTQIA+ community.”

More here.

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