On Tuesday, Unilever announced that it will no longer use the word ‘normal’ to package and advertise its beauty and personal care products. In addition to that, the company said that it will ban the excessive photoshopping of models in a move to be more inclusive.
The consumer goods conglomerate owns brands like Dove, Simple, TRESemmé and Vaseline. As part of its inclusivity policy, Unilever has decided to exclude the world ‘normal’ and it will be removed from the packaging of at least 200 products within a year.
Furthermore, the company will increase the number of advertisements featuring people from diverse groups, and that it will not “digitally alter a person’s body shape, size, proportion or skin colour in its brand advertising.”
Sunny Jain, president of Unilever’s beauty and personal care division said that the company is trying to tackle “harmful norms and stereotypes” and shape a “far more inclusive definition of beauty.”
“We know that removing ‘normal’ alone will not fix the problem, but we believe it is an important step towards a more inclusive definition of beauty,” she stated.
Phrases like “for normal skin” and “normal hair” are often written on many beauty products. However, according to a poll conducted with 10,000 people, more than half the respondents felt excluded after seeing the word “normal”. 70% of the respondents said using the word in advertising had a negative impact.
These terms will now be replaced with terms such as “grey hair” for shampoos or “moisture replenish” for skin creams. The products with new packaging are expected to hit shelves by March next year.