I don’t often read sponsored tweets—they’ve gotten especially peculiar and useless since You Know Who took over the joint last year—but a tweet from Fondation L’Oréal, the research-supporting arm of the global cosmetics company, caught my attention last week. One word in particular made me blink: invisibilized.
Promoted tweets no longer have date stamps, and although I captured a screenshot I neglected to save the original link. But this usage wasn’t unique; “invisibilization” showed up frequently throughout Fondation L’Oréal’s messaging in March, International Women’s Month. Here’s another tweet; here’s a LinkedIn post.
I’d never the seen the word, and I wondered whether it was a French import or one of those diversity-equity-inclusion buzzwords like “othering.” The answers, as far as I’ve been able to tell: not likely and maybe, sort of.