Unilever to remove word ‘normal’ from beauty products and ads to be inclusive

Unilever is removing the word “normal” from the packaging of its beauty products and respective advertisements.

The language change is one of the ways the consumer goods multinational is “fair and inclusive,” according to a press release on Tuesday.

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Brands such as Dove, Vaseline, Ax, Sunsilk and Love Beauty and Planet are part of Unilever’s progressive engagement among other lines of beauty and personal care products owned by the company.

Unilever’s decision to remove the word “normal” from its products is a response to the 10,000-person commissioned study that the term makes 70% of consumers (in nine countries) feel left out.

“With one billion people using our beauty and personal care products every day, and even more seeing our advertisements, our brands have the power to make a real difference in people’s lives,” said Sunny Jain, president of ‘Unilever, Beauty & Personal Care. declaration. “Within this framework, we are committed to challenging harmful norms and stereotypes and to shaping a broader and much more inclusive definition of beauty.”

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Jain added, “We know that removing the ‘normal’ from our products and packaging will not solve the problem on its own, but it is an important step forward. This is just one of the many actions we take as part of our Positive Beauty vision, which aims not only to do less harm, but also to do more good for people and the planet.

Unilever is removing the word “normal” from its portfolio of beauty and personal care products, including Dove, Vaseline, Sunsilk and more. (Unilever)

In addition to making consumers feel included, Unilever reports that removing the word “normal” from hair and skin products and ads will have lasting benefits that will help the company use less plastic through its Positive Beauty campaign.

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Unilever’s attempt to reduce plastic waste complements the company’s Climate & Nature Fund, which targets a number of environmental issues such as water conservation, landscape restoration, reforestation, protection of the wildlife and more.

This is not the first time that Unilever has updated its branding in the past year.

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In June, the global company announced it would be removing terms such as “fair / fair,” “white / whitening,” and “light / brightening” from its Fair & Lovely line of blemish-correcting skincare.

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The line has since been renamed Glow & Lovely, and Unilever maintains that the product is not a bleach. But, rather, it is intended to give the complexion an “even complexion, clarity and radiance to the skin”.