The new Normal

Some “major” research has convinced Unilever that “normal” is a bad thing. Not inclusive enough or something…

Unilever has announced that an international study involving 10,000 people found 70% of participants felt that the word “normal” on beauty packaging has a negative personal impact. 

That statistic increases to 80% among those aged 18 to 35. As the owner of major brands like Dove and Axe, Unilever felt it could play a role in dispelling the idea of any singular notion of beauty, or normalcy. 

Really? Deep stuff! And more than just skin deep. 

So the word Normal is now banned from all its advertising and packaging, this will affect more than 200 Unilever-owned products and be completed by March 2022, according to The New York Times

Looks like research companies and consultants have been super busy during these quiet economic times wolfing down large returns on newly created apprehensions. 

So Unilever is ditching ‘normal’ from packaging and ads to challenge ‘narrow beauty ideals’. 

I am as confused as the beautiful people out there. 

Adweek explains the move: descriptors like “dry,” “oily,” or “thick” don’t necessarily spark bouts of insecurity. However, when you stack them against an innocuous word like “normal,” it can take on an entirely different context, one that may make some consumers feel like outsiders in their own skin. 

Does this mean that in the past Unilever was advocating the reverse? 

Ok, ok, let me unpack this: so if my body wash says for ‘normal oily skin’ I will feel upset and storm out of the shower (not a pretty picture) claiming the word outraged my modesty. But if it says for “oily skin”, I should feel thankful my gorgeousness has not been insulted.

Or if I read the label and it says “Normal usage three times a week” that should transform me into a wrecking ball at the shopping aisles.

According to Unilever, their “Positive Beauty” vision will set out to “champion a new era of beauty which is equitable and inclusive, as well as sustainable for the planet”. Isn’t that what is already expected of a globally responsible brand?

Seems like creating something out of nothing to me. Maybe this is the new USP…

I pray I don’t accidentally use a shampoo that is good for normal hair (not that I have much of it) lest I be banished from the planet. 


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

Download Event PDF
Submit Entries Here




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene