US beauty giant Coty has launched its #UndefineBeauty campaign to call on leading dictionary publishers to update the definition of beauty.
The company said the initiative aims to undefine rather than simply redefine beauty so that “no one feels excluded by the definition or examples that accompany it”.
Coty said the current English language definitions of the term beauty are “outdated and no longer reflect the values of today’s society”. The examples cited under the current entries for ‘beauty’ across the leading English dictionaries are both “limiting and exclusive”, the company added.
Among the common phrases used ain dictionaries is, “She was a great beauty in her youth” to illustrate a time-limited concept of beauty. The company said it had “excluding effects” witnessed in a social experiment involving 100 people from all around the world.
The campaign urges dictionary publishers to review these examples and eliminate the “implicit ageism and sexism” they currently contain.
In an open letter written to dictionary publishers, Coty CEO Sue Y. Nabi said: “Seen through the lens of today’s society and values, the definition of beauty hasn’t aged well. Of course, not all people are impacted by, or feel excluded by these definitions. But the implicit ageism and sexism in the examples were born in a different time.
“We believe it’s time to bridge the gap – time to bring the definition to where society is today. By changing the definition, if more people feel included – feel beautiful – there will be a ripple effect which touches us all.”
The open letter was co-signed by the company’s Executive Committee and Senior Leadership Team.
As part of the campaign, Coty is encouraging people to join their call for change by signing the petition at change.org.
Thc company said it has taken this step following an in-depth review of the industry and its purpose. Highlighting its organisational purpose “together, we unleash every vision of beauty”, the company said it identified the importance of this change.
Nabi said: “At Coty, we believe that no one can control or dictate what is, or is not, beautiful.” ✈
