Unilever champions inclusivity, removes “normal” from ads and packaging
FMCG giant, Unilever has announced that the Company will no longer include the word “normal” in its advertising and packaging. Additionally, the Company is committing to end all digital alterations that alters the body shape, size, proportions or skin color of its models, and also plans to increase the number of ads portraying people from diverse, under-represented groups.
In a published statement Unilever announced: “From skin care to soap, shampoo and more, our beauty and personal care brands are removing the word ‘normal’ from advertising and packaging, all over the world. It’s one of several commitments we’re making today as part of our new Positive Beauty vision and strategy – championing a new era of beauty that’s inclusive, equitable and sustainable. Using our world-class innovation and technology, Positive Beauty will also shape how our products are designed and formulated, ensuring they do more good for both people and planet.”
The word “normal” would be removed from about 200 of its beauty and skincare brands to end discrimination in beauty by championing inclusion, challenging narrow beauty ideals and building an inclusive portfolio of products which cater to a greater diversity of beauty.
Sunny Jain, President of Unilever Beauty & Personal Care: “With one billion people using our beauty and personal care products every day, and even more seeing our advertising, our brands have the power to make a real difference to people’s lives. As part of this, we are committed to tackling harmful norms and stereotypes and shaping a broader, far more inclusive definition of beauty.”
“We know that removing ‘normal’ from our products and packaging will not fix the problem alone, but it is an important step forward. It’s just one of a number of actions we are taking as part of our Positive Beauty vision, which aims not only to do less harm, but more good for both people and the planet. With more consumers than ever rewarding brands which take action on the social and environmental issues they care about, we believe that Positive Beauty will make us a stronger, and more successful business,” Sunny added.
The move follows a survey conducted by Unilever. The research which involved 10,000 people across nine countries resulted in seven out of ten people saying that the word ‘normal’ on beauty product packaging had a negative effect on people. More than half of the people (56%) surveyed said that the beauty and personal care industry can make people feel excluded.
Unilever’s beauty and personal care portfolio is led by six key global brand families: Dove, Sunsilk, Axe, Rexona, Lux and Pond’s.
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