Notice: Function _load_textdomain_just_in_time was called incorrectly. Translation loading for the wordpress-seo domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /var/www/html/wp-includes/functions.php on line 6260 Kao Removes Problematic Words from Products - Beauty Packaging

What are you searching for?

Sign in
Beauty Industry

Kao Removes Problematic Words from Products

Eliminates “whitening” from its brands, citing concerns surrounding racial inequality.

Author Image

By: Charlie Sternberg

Associate Editor

Starting in March, Kao is eliminating words such as “whitening” and “lightening” from its products, citing concerns surrounding racial inequality as highlighted by the Black Lives Matter movement.
 
Lightening skin using cleansers, moisturizers and makeup has been a longstanding trend in Japan. The word often used to describe lightening in the Japanese skincare industry is “美白” (bihaku), which translates to “beautiful white.”
 
Kao says it doesn’t want to send out the message that one skin tone is inferior or superior to another, and decided to drop the wording as a part of its commitment to promoting diversity.
 
Instead of using terms like “bihaku,” the company is adopting the word “brightening,” starting with the new Twany range of products released in March. The aim is to replace the word on all of its merchandise within a few years.
 
This change comes after Unilever,  Johnson & Johnson and L’Oréal made similar alterations to their wording last year. Kao is the first Japanese cosmetics maker to make the switch.

Add us as a preferred source on Google

Get the latest Beauty Packaging news, insights and analysis in your Google Search and AI experiences.

Add Beauty Packaging as a preferred source on Google (opens in a new tab)

Keep Up With Our Content. Subscribe To Beauty Packaging Newsletters

Topics