Normal is just not PC enough

The word "normal" no longer meets the requirements of political correctness. In fact, it is now considered exclusionary, which prompted the descriptor s removal from the shampoo s packaging.

WORLD MARCH 14. 2021 16:22

Through the lens of political correctness, even a simple statement may be deemed offensive. The victim of the phenomenon is now the word „normal,” which will disappear from beauty products.

Unilever has decided to banish the term from the packaging and advertising of its beauty products to avoid discrimination. At the same time, they are championing new inclusive advertisements, as shampoos bearing the descriptive „normal” have become a new symbol of discrimination.

Unilever conducted a survey on the matter, asking people in several countries how the word „normal” impacted them. Based on the result, seven out of ten respondents said that the use of the word „normal” on packaging carried negative connotations. In addition, 56 per cent of those surveyed thought that many people in the beauty industry may feel excluded, and 52 per cent admitted to considering a company s position on social issues before purchasing their products.

Vincenzo Zeno Zencovich, a law professor at Roma Tre University, believes that political correctness is the real issue. „It is a form of dogmatism that uses typical illiberal methods: labelling opponents, qualifying them unfit for civilised society, and thus deserving to be cancelled,” all under the guise of correctness.

Communication and marketing expert Leonardo Marabini sees political correctness as a double-edged sword. „It can help to resolve an impasse, but must be used with caution, otherwise it can have devastating effects,” the expert said.

WORLD

Tags:

beauty care, discrimination, equity, normal, political correctness, unilever