19 April 2021

There’s no such thing as normal

We don’t know about you, but we were buzzing in the TapDat offices over the news that beauty behemoth Unilever are dropping the word ‘normal’ from their products. Because, quite honestly, there’s no such thing.

The word normal has been used to marginalise, separate and belittle people all over the world for too long. Normal is quite possibly, the worst word most commonly used.

Normal undermines everything great about the world and every person on it. Every unique thing, feeling, taste and smell. Every wonderful thing you’ve ever seen. Each great comfortable moment, and the wild ones.

Every described your crush as normal? What about your own body? Or your favourite thing to do?

“Hey Paul, want to go for a normal meal at a normal restaurant and talk about the normal day in the office?” … Not bloody likely.

We don’t lust after normal. Hell, we don’t even know what normal really means.

There’s nothing ‘normal’ about any of us.


We’re all unique. And that’s just the way we like it. So if big brands want to sell us product solutions, they better join Unilever and come correct. Because we don’t want your ‘normal’ s**t.