The de-normalization of "normal."

I'm reading "Maker of Dove Soap Will Drop the Word ‘Normal’ From Beauty Products/Unilever.... said a study had found that the word 'normal' makes most people feel excluded" (NYT).

The study found that 56 percent of participants thought that the beauty industry could make people feel excluded, and that as many as seven in 10 people agreed that the word “normal” on products and in advertising had negative effects. That figure rose to eight in 10 for people between the ages of 18 and 35.... 

The changes were long overdue and “completely necessary” after last year’s worldwide Black Lives Matter demonstrations, said Ateh Jewel, a beauty journalist and an advisory board member of the British Beauty Council, an organization that represents the British beauty industry. “Saying the word ‘normal’ has been used to set you apart,” Ms. Jewel said. “I am normal. My dark skin is normal. My juicy West African curvy body is normal. Everything about me is normal.... Words are powerful and we’re so used to having this unconscious bias.... It just washes over us. We don’t even realize what we’re saying because we’ve been spoon-fed racism."

In this light, "normal" is not a bad word, to be avoided. It's a concept that demands more attention. If the position in the middle is called "normal," then it makes it sound as though the other positions on the continuum are defective. Even if the other positions are less healthy — such as oily or dry skin compared to "normal" skin — why be unpleasant about it by creating the inference that they are abnormal? 

It's pretty normal to have dry skin or oily skin and actually unusual to think you have normal skin! I can remember shopping for some skin product and having the sales person ask me if I had dry or oily skin and when I answered "normal," she rejected the answer. It just didn't compute. Surely, I lean one way or the other. Or maybe I have "combination" skin with a "T-zone." 

If I understand Ateh Jewel correctly, she would like to free up the word "normal" so it can be used across a wider array of possibilities. But what word do you use for the middle position? 

By the way, in the OED, the 4th meaning for "normal" is "Heterosexual." Examples:

1914 E. M. Forster Maurice (1971) xxii. 106 Against my will I have become normal. I cannot help it.

1972 T. Keneally Chant of Jimmie Blacksmith v. 38 Of course, Jimmie knew, Farrell was not normal and had once begun to caress him.

1990 Lesbian & Gay Pride 11/4 Back west in a long standing ‘normal’ society like old Blighty, many lesbian or gay teachers go in fear of exposure.

"Toilet paper is being removed from many of our [Dane County park] toilets as soon as it’s being restocked and our supplies are limited at the current time."

"Park visitors may want to bring some toilet paper and hand sanitizer with them as they go out to our parks, just to be safe. With limited staff, restrooms can only be cleaned and checked 1-2 times a week. At this time we are not able to wipe down playground equipment, tables or other surfaces at the parks. There may become a point when restrooms may need to be temporary closed if there are further health protocols."

A message from my county parks department.

It's good to know that we can still use the parks. We're advised to do social distancing, and reminded that you can still go outside. Just don't do group activities, and keep your distance. Sanitize surfaces for yourself, or keep track of your touching and sanitize your hands.

But who are these fiends who steal toilet paper from public restrooms?! How can you squat so low?

And what is "if there are further health protocols"? Is that something people do in the public restroom when they find there is no toilet paper? Are they wiping themselves on the walls and floors? Come on, people! This is a civilization we are upholding.

"Soap is made of pin-shaped molecules, each of which has a hydrophilic head — it readily bonds with water — and a hydrophobic tail, which shuns water and prefers to link up with oils and fats."

"These molecules, when suspended in water, alternately float about as solitary units, interact with other molecules in the solution and assemble themselves into little bubbles called micelles, with heads pointing outward and tails tucked inside. Some bacteria and viruses have lipid membranes that resemble double-layered micelles with two bands of hydrophobic tails sandwiched between two rings of hydrophilic heads. These membranes are studded with important proteins that allow viruses to infect cells and perform vital tasks that keep bacteria alive.... In an age of robotic surgery and gene therapy, it is all the more wondrous that a bit of soap in water, an ancient and fundamentally unaltered recipe, remains one of our most valuable medical interventions."

From "Why Soap Works/At the molecular level, soap breaks things apart. At the level of society, it helps hold everything together" (NYT).