Unilever announced it will eliminate the word ‘normal’ from all their beauty and personal care brands’ packaging and advertising, globally. The decision to remove ‘normal’ is one of many steps that Unilever is taking to challenge narrow beauty ideals as part its new Positive Beauty vision and strategy. Positive Beauty sets out several progressive commitments and actions for Unilever’s beauty and personal care brands, including Dove, Suave, Axe and Lifebuoy, championing a new era of beauty which is equitable and inclusive, as well as sustainable for the planet. 

 

The decision to remove the word ‘normal’ was born out of a global study with 10,000-people which revealed that more than half of people think the beauty and personal care industry can make people feel excluded.

 

The study also showed that: 

·       Seven in ten people agree that using the word ‘normal’ on product packaging and advertising has a negative impact. For younger people – those aged 18-35 – this increases to eight in ten.
·       74% of the people we surveyed globally stated that the industry must advocate for a broader definition of beauty.  
·       Six in ten people agreed that the beauty industry creates a singular notion of who or what is ‘normal’, and two thirds (63%) of people agree that removing ‘normal’ would inspire them to feel more positive about the way they look.

Check out this video to learn more.