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The personal care industry is responding to calls for greater inclusion and sustainability.
August 31, 2023
By: Sean Moloughney
When global powerhouse Unilever announced it was eliminating the word “normal” from its beauty and personal care packaging and advertising, the move earned the respect of consumers and rival brands for its vision of supporting a move toward body-positive beauty messaging.1 Aimed at altering our traditional perception of what constitutes attractiveness, the term “positive beauty” refers to brands seeking to redefine traditional norms in the sector. Seen long-term, it could empower and celebrate a new culture of open and honest conversation on what constitutes beauty by removing narrow ideals, ending discrimination based on looks and body types, and contributing to a sector that is inclusive and representative of a broader range of consumers. In our post-pandemic era, individuals are looking to reconnect and feel part of a collective that shares their aspirations and ideals. A singular approach to beauty and wellness is no longer acceptable. People are recognizing the importance of helping one another and sharing positive experiences to live a better life. As the movement grows, it is also highlighting other areas of change. These include finding room in communities that celebrate additional positive beauty initiatives, and the move toward more sustainable products. Highlighted as part of Mintel’s 2023 Global Beauty and Personal Care Trends report, positive beauty involves all consumers, regardless of age, gender, or life stage.2 As for brands, the stage is now set for honest conversations to help individuals find products that not only address their immediate beauty requirements, but also have a meaningful impact on their lives and the environment. Consumers want this change. According to a survey of 10,000 consumers in nine countries conducted by Unilever, 56% of individuals feel excluded by current definitions in the beauty and cosmetics industry. At the same time, 74% want to see industry focus on more than making people look better; people also want to feel better about the products they use. In addition, Mintel’s report indicated that 72% of U.S. consumers say that society’s idea of beauty is too rigidly defined, while 57% say beauty products should be more inclusive of consumers facing additional challenges, including mobility.2
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