{"id":47162,"date":"2021-03-09T08:22:09","date_gmt":"2021-03-09T08:22:09","guid":{"rendered":"https:\/\/www.retaildetail.be\/beaute-soins\/unilever-fait-disparaitre-le-mot-normal\/"},"modified":"2021-03-09T08:22:09","modified_gmt":"2021-03-09T08:22:09","slug":"unilever-fait-disparaitre-le-mot-normal","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/unilever-fait-disparaitre-le-mot-normal\/","title":{"rendered":"Unilever fait disparaitre le mot \u00ab normal \u00bb"},"content":{"rendered":"<p><span style=\"background-color:white\"><strong>Unilever<\/strong>\u00a0n&rsquo;utilisera plus le terme \u00ab\u00a0normal\u00a0\u00bb pour d\u00e9crire des variantes de produits telles que \u00ab\u00a0shampoing pour cheveux normaux\u00a0\u00bb ou \u00ab\u00a0soin pour peau normale\u00a0\u00bb.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Inclusion<\/span><\/h2>\n<p><span style=\"background-color:white\">En supprimant ce mot, le g\u00e9ant des produits de consommation veut r\u00e9affirmer sa position dans la lutte contre l&rsquo;id\u00e9al de beaut\u00e9 traditionnel et la d\u00e9fense d\u2019une vision plus inclusive de la beaut\u00e9. Parall\u00e8lement, cette d\u00e9cision fait \u00e9cho \u00e0 la lutte contre la discrimination men\u00e9e par le groupe anglo-n\u00e9erlandais. \u00ab\u00a0Nous sommes conscients que supprimer le terme \u2018normal\u2019 de nos produits et emballages ne r\u00e9soudra pas le probl\u00e8me, mais c&rsquo;est un grand pas dans la bonne direction\u00a0\u00bb, d\u00e9clare Unilever.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Selon De Standaard, l&rsquo;entreprise int\u00e8grera \u00e9galement plus souvent\u00a0<a href=\"https:\/\/www.standaard.be\/cnt\/dmf20210308_98087300\" target=\"_blank\" rel=\"noopener\">des personnes issues de groupes sous-repr\u00e9sent\u00e9s<\/a> dans ses publicit\u00e9s. En outre, elle s\u2019engage \u00e0 ne plus retravailler num\u00e9riquement les traits physiques, comme la morphologie ou la couleur de la peau, des acteurs de ses publicit\u00e9s.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Donner un sens<\/span><\/h2>\n<p><span style=\"background-color:white\">L\u2019initiative d&rsquo;Unilever ne surprend pas l&rsquo;expert en marketing et communication Fons Van Dyck. D&rsquo;autres grandes entreprises, telles que\u00a0<strong>Nike<\/strong>\u00a0et\u00a0<strong>Procter &amp; Gamble<\/strong>, misent de plus en plus sur l&rsquo;inclusion dans leurs communications, explique-t-il. Van Dyck avance \u00e9galement la menace que repr\u00e9sentent les marques de distributeur. \u00ab\u00a0La concurrence des marques de distributeur, notamment, est tellement f\u00e9roce que les produits de marque doivent tout mettre en \u0153uvre pour rester pertinents aux yeux des consommateurs. Ils doivent donner un sens \u00e0 leur marque.\u00a0\u00bb<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unilever\u00a0n&rsquo;utilisera plus le terme \u00ab\u00a0normal\u00a0\u00bb pour d\u00e9crire des variantes de produits telles que \u00ab\u00a0shampoing pour cheveux normaux\u00a0\u00bb ou \u00ab\u00a0soin pour peau normale\u00a0\u00bb. \u00a0 Inclusion En supprimant ce mot, le g\u00e9ant des produits de consommation veut r\u00e9affirmer sa position dans la lutte contre l&rsquo;id\u00e9al de beaut\u00e9 traditionnel et la d\u00e9fense d\u2019une vision plus inclusive de la [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":47159,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-47162","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Unilever fait disparaitre le mot \u00ab normal \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Unilever n&#039;utilisera plus le terme \u00ab normal \u00bb pour d\u00e9crire des variantes de produits telles que \u00ab shampoing pour cheveux normaux \u00bb ou \u00ab soin pour peau normale \u00bb.\" 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