Unilever wants to get rid of the term ‘normal’ with care products

By: Trademagazin Date: 2021. 03. 09. 10:01

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Unilever makes the decision after criticism the company has received for the non-inclusiveness of their advertisements and product denominations.

Last summer, the Indian division changed the name of its whitening face cream Fair & Lovely to Glow & Lovely. The use of the words “fair,” “white” and “light” on the cream packaging and in advertisements incorrectly suggests a unique beauty ideal, according to Unilever. In 2017, the company was criticized for an ad from Dove, in which a black woman took off her top to reveal a white woman.

“We know that just removing the word ‘normal’ will not solve the problem, but we believe it is an important step towards a more inclusive definition of beauty,” said Sunny Jain, head of Unilever’s beauty department. personal care.

From March this year, the word ‘normal’ will no longer be used to describe hair type or house color on some 200 Unilever beauty and care products.