Unilever is a British-Dutch global company with over 400 brands in more than 190 countries. If you haven’t figured out who we’re talking about yet, you probably just need to take a look at the logo:
Dove, Badedas, Glysolid and Fissan, are just some of the names among the 400 of Unilever, which has decided to permanently eliminate the word “normal” from its packs, because it is negative.
THE VOCABULARY OF INCLUSION
Following a survey, 70% of the subjects did not recognize themselves with the wording “normal”, coming to experience unpleasant sensations about it.
In practice, the company will adopt a replacement, through terms that describe the type of product and its purpose, such as “moisturizer”.
A Unilever executive addressed the press stating that:
Removing the word “normal” from the packaging does not solve the problem, but we believe it is an important step towards greater inclusiveness in the definition of beauty.
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PHOTO EDITING ALSO ABOLISHED
Not only will a change of course take place in a year regarding the language adopted towards consumers, but also photo editing will suffer the same fate. Abolished face changes loaned to Unilever brand advertisements / campaigns.
In the past, more than one country has withdrawn the company’s brands from the market. The cause is attributable to advertising harmful to the sensitivity of consumers. In 2017, for example, a commercial of the famous Dove was broadcast, depicting a woman who was transformed from black to white.
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