{"id":47161,"date":"2021-03-09T08:22:09","date_gmt":"2021-03-09T08:22:09","guid":{"rendered":"https:\/\/www.retaildetail.be\/schoonheid-verzorging\/unilever-scrap-word-normal\/"},"modified":"2021-03-09T08:22:09","modified_gmt":"2021-03-09T08:22:09","slug":"unilever-scrap-word-normal","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/unilever-scrap-word-normal\/","title":{"rendered":"Unilever schrapt het woord \u2018normaal\u2019"},"content":{"rendered":"<p><strong>Unilever<\/strong> gaat het woord normaal niet langer gebruiken om productvarianten aan te duiden zoals in \u2018shampoo voor normaal haar\u2019 of \u2018verzorging voor een normale huid\u2019.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Inclusie<\/h2>\n<p>Met de schrapping van het woord wil de consumentengoederengigant duidelijk maken dat hij vecht tegen het traditionele schoonheidsideaal en voor een inclusievere visie op schoonheid staat. Tegelijkertijd past de beslissing in de strijd tegen discriminatie van het Brits-Nederlandse concern. \u201cWe weten dat de verwijdering van het woord \u2018normaal\u2019 van onze producten en verpakkingen het probleem niet zal oplossen, maar ze is een belangrijke stap in de goede richting\u201d, stelt Unilever.<\/p>\n<p>\u00a0<\/p>\n<p>Volgens De Standaard gaat het bedrijf in de toekomst ook meer advertenties maken met <a href=\"https:\/\/www.standaard.be\/cnt\/dmf20210308_98087300\" target=\"_blank\" rel=\"noopener\">mensen uit ondervertegenwoordigde groepen<\/a>. Bovendien belooft het om uiterlijke kenmerken van personen die in advertenties worden afgebeeld, zoals bijvoorbeeld de vorm of de huidskleur, niet meer digitaal bij te werken.<\/p>\n<p>\u00a0<\/p>\n<h2>Betekenis geven<\/h2>\n<p>De stap van Unilever verrast marketing- en communicatiekenner Fons Van Dyck niet. Ook andere grote concerns, zoals <strong>Nike<\/strong> en <strong>Procter &amp; Gamble<\/strong>, zetten in hun communicatie steeds meer in op inclusie, stelt hij. Daarnaast speelt ook de dreiging van de huismerken, meent Van Dyck. \u201cDe concurrentie van onder meer huismerken is zo groot dat de merkproducten er alles aan moeten doen om relevant te blijven voor de consument. Ze moeten een betekenis geven aan hun merk.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unilever gaat het woord normaal niet langer gebruiken om productvarianten aan te duiden zoals in \u2018shampoo voor normaal haar\u2019 of \u2018verzorging voor een normale huid\u2019. \u00a0 Inclusie Met de schrapping van het woord wil de consumentengoederengigant duidelijk maken dat hij vecht tegen het traditionele schoonheidsideaal en voor een inclusievere visie op schoonheid staat. Tegelijkertijd past [&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":[19],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-47161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-schoonheid-verzorging"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Unilever schrapt het woord \u2018normaal\u2019 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Unilever gaat het woord normaal niet langer gebruiken om productvarianten aan te duiden zoals in \u2018shampoo voor normaal haar\u2019 of \u2018verzorging voor een normale huid\u2019.\" 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