Defying normal. Unilever makes the move to remove the word “NORMAL” on all of its beauty products. The maker of Dove, Lifebuoy, Axe, and Sunsilk is trying to usher in a new era of beauty that is more equitable and inclusive.
The announcement last week is part of an initiative called “Positive Beauty.” This effort is a strong example of Exposing in the Pink Goldfish FLAWSOME framework.
Exposing is about honesty, transparency, and authenticity. You have to be willing to:
– reveal, instead of conceal
– declare, instead of deny
– disclose, instead of disguise
– confide, instead of hide
You need to embrace a foundation of truth, which is uncommon in a world of spin.
A 10,000-person, nine-country study commissioned by Unilever found that:
– Seven in 10 people agree that using the word normal on product packaging and advertising has a negative impact. For those aged 18-35, it rises to eight in 10.
– Nearly three out of four people want to see the beauty and personal care industry focusing more on making people feel better than just looking better.
Takeaway – Unilever is exposing in an effort to better “challenge narrow beauty ideals.” How are you taking a stance and challenging what is considered “NORMAL” in your industry?
Stan Phelps walks the walk. He stands out in the sea of sameness by modeling his own Differentiated Experience (DX) message: Differentiation isn’t just about what you say, it’s about what you do and, more importantly, how and why you do it. Stan leverages his unique collection of 5,000+ case studies on customer, employee, and brand experience to engage audiences with informative learning-based experiences. He believes purposeful DX wins the hearts of employees and customers, and differentiation ultimately boosts loyalty, retention, referrals, and results.
Find Stan’s in-person and virtual keynotes, workshops, and Goldfish tank programs at StanPhelps.com.