Unilever's Shift in Beauty Products: The Elimination of 'Normal' and Its Impact

In the ever-evolving world of beauty and personal care, major players often face scrutiny ranging from marketing strategies to product naming. One such significant shift in strategy was driven by one of the world's largest consumer goods companies, Unilever. The decision to exclude the word 'normal' from its beauty product names was a direct response to the prevailing social dynamics and consumer expectations. This article delves into the context and consequences of this move and the broader implications for the beauty industry.

Background: Social Media and Stigmas

Unilever, a multinational company with a broad portfolio of personal and household care products, has been at the forefront of changing market trends. One of the most notable decisions was to remove the word 'normal' from its beauty product names. This change was catalyzed by ongoing social media campaigns and public reactions that highlighted the perpetuation of harmful stigmas in the beauty industry. These stigmas, often fueled by advertisements and marketing content, can have a profound impact on consumer perception and product acceptance.

The 2017 Fiasco: Dove Body Wash Controversy

The turning point for Unilever's decision came in 2017, when the company faced significant backlash over an advertisement for its Dove body wash. The advertisement showed a black woman wearing a tank top, revealing the effect of the product – a white, luminous skin. This ad sparked intense criticism on social media, particularly in India, where the product was launched. The controversy was amplified by a viral Twitter post that was later deleted, showing a sequence of the advertisement, with a caption that likened it to burning skin.

The Effect of Social Media on Corporate Image

These incidents were just the tip of the iceberg. Social media platforms have become powerful tools for public opinion and activism, influencing corporate decisions and customer behavior. The Dove body wash ad incident was a perfect example of how a well-intentioned marketing campaign can backfire, especially when it raises racial and cultural sensitivities. Unilever, like many other brands, realized the enormity of social media's role in shaping consumer perceptions and the consequent impact on corporate image.

Exclusion of 'Normal': A Strategic Move

Unilever's decision to exclude the word 'normal' from its beauty product names is not just a linguistic change but a strategic move aimed at addressing these sensitivities. By doing so, Unilever aimed to create a more accepting and inclusive environment, promoting the idea that diverse skin tones and features should be celebrated rather than normalized in advertising. This change reflects the company's commitment to ethical marketing and its desire to align with the evolving consumer values.

Broader Implications for the Industry

The Unilever decision has ripple effects throughout the beauty and personal care industry. Other companies are likely to follow suit, recognizing the strategic importance of inclusive marketing. This shift towards more diverse representation not only enhances brand reputation but also attracts a broader customer base that values authenticity and inclusion.

Fairness and Inclusivity in Marketing

Unilever's move towards promoting fairness and inclusivity in its marketing is commendable. By eliminating words that may carry negative connotations, the company is taking a step towards ensuring that its products resonate with a wider audience. This shift also reflects a growing industry trend where brands are reevaluating their marketing materials to better represent diverse communities.

Conclusion

The decision by Unilever to remove the word 'normal' from its beauty product names is a significant event that highlights the changing dynamics of the beauty and personal care industry. It underscores the importance of inclusive marketing and the role of social media in shaping corporate decisions. As more companies follow in Unilever's footsteps, the beauty industry is likely to evolve positively, fostering a culture of acceptance and diversity.

Connect with me on LinkedIn to discuss more questions or insights.

Aachri Tyagi