Coty, a beauty company, has launched a campaign to alter the traditional dictionary definitions and examples of beauty.
"The #UndefineBeauty campaign recognizes that the current English language definitions of the term 'beauty' are outdated and no longer reflect the values of today's society. Specifically, the examples cited under the current entries for 'beauty' across the leading English dictionaries are both limiting and exclusive," the company claims.
"'She was a great beauty in her youth' is the phrase often cited in major dictionaries to illustrate the concept of beauty," Coty claimed, noting that its "campaign calls for the Dictionary publishers to review these examples and remove the implicit ageism and sexism they currently contain."
The company has issued an open letter urging English dictionary houses to reevaluate the word "beauty."
"We're asking you to help us acknowledge and celebrate all the visions of beauty that exist today, and that will exist, by initiating a review of your definition of beauty, particularly the examples used to illustrated it, with the aim of developing a more modern, relevant, inclusive definition of beauty," reads the letter from Coty CEO Sue Y. Nabi and the company's executive committee and senior leadership team.
Nabi is a transgender woman, according to British Vogue. A transgender woman is a biological man who identifies as a woman.
Coty has also posted a petition on change.org.
"This cause to change the definition of beauty acknowledges all those who celebrate and express their own visions of beauty every day, and validates those who have felt excluded by restrictive definitions of beauty," Coty's petition page states.
"At Coty, we believe that no one can control or dictate what is, or is not, beautiful," Nabi said. "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."
Undefine Beauty | Cotywww.youtube.com
The promotion of woke ideology appears to be a trend in the beauty industry.
NYX Professional Makeup has posted photos on social media of what appears to be a bearded man wearing bright pink lip cream — while some people had a positive reaction to the abnormal sight, others took issue with the post.
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