In modern times, countless brands push the narrative that every person is beautiful, creating products and campaigns that celebrate the beauty of individuality. Despite this, the English language definition of the word still needs to be updated to adhere to the changing landscape of beauty, which champions self-expression. In many English dictionaries, the definition of “beauty” is followed by outdated terms and examples. For example, "a beautiful person, especially a woman." Such a definition is inherently sexist, pushing narratives that only particular groups are considered beautiful. With an aim to change this, Coty has launched the #UndefineBeauty campaign, calling for dictionary publishers to readdress their current descriptions of the term.
Sue Y. Nabi, CEO of Coty, wrote an open letter to major dictionary publishers, co-signed by Coty's Executive Committee and Senior Leadership Team, which highlights the problems and potential damages the current definition creates and asks for the term to be undefined instead of redefined. Coty aims to include everyone in their fight for inclusivity, encouraging consumers to sign its petition to raise awareness.
"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. That is why the campaign to #UndefineBeauty aims to 'undefine' rather than simply 'redefine' beauty so that no one feels excluded by the definition or examples that accompany it," Nabi comments.
Alongside the petition, Coty created a four-minute-long YouTube video for the campaign. In the short film, 100 people from diverse backgrounds are asked how they define beauty. The answers vary, proving that one constricted definition is no longer suitable. Some notable examples include: "If you feel beautiful, then you are beautiful" and "Beauty is a synthesis of love."
The video then shows the current dictionary definition of beauty. Many were disappointed by the language used. One woman reacted tearfully, telling the camera, "I wish I could tell my 12-year-old self, girl, you're good." Another added, "We all made the dictionary together, so maybe it's time we update it together?" These responses confirm unrealistic definitions of beauty that are creating unreachable expectations and hurting consumers and society mean something needs to change.
The #UndefineBeauty campaign is not the first time Coty has advocated for acceptance for all within the beauty field. In 2018, the cosmetic company brand Rimmel launched the #IWillNotBeDeleted campaign, targeting cyberbullying and promoting the message that everyone is beautiful by encouraging consumers to share their true selves on social media. The project encouraged social media users to engage in the hashtag, share their experiences with cyberbullying, and discuss potential solutions for the issue. An AI tool, which recommends approved local resources and helplines for those affected by internet bullying, was revealed as part of the mission.
Self-love is promoted in various campaigns throughout the industry, such as Lottie London's Lottie Squad that encourages consumers to model products instead of professionals, and The Human Beauty Movement, which focuses on an inclusive beauty community through workshops, blogs, and podcasts. These are only a few examples that highlight the need for change. If the industry can keep up, why can’t the language we use to describe it keep up, too? If the words people use change their meaning, a positive impact is sure to occur. As Nabi says, "If more people feel included—feel beautiful—there will be a ripple effect which touches us all."
