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Unilever is ending the word “normal” on the packaging of its beauty products and respective ads.
The language change is one way in which the multinational consumer goods company is being “equitable and inclusive”, according to a press release released on Tuesday.
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Brands like Dove, Vaseline, Ax, Sunsilk and Love Beauty and Planet are included in Unilever’s progressive commitment among other lines of beauty and personal care that the company has.
Unilever’s decision to eliminate the word “normal” in its products comes in response to a study of 10,000 people who ordered it, which found that the term makes 70% of consumers (from nine countries) feel excluded.
“With a 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 in people’s lives,” said Sunny Jain, president of Beauty and Care Unilever personnel, in a demonstration. “As part of this, we are committed to combating harmful norms and stereotypes and to shaping a broader and 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 alone, but it is an important step forward. It is just one of several actions that we are taking as part of our vision of Positive Beauty, which aims to not only cause less damage, but more benefits 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 sustainable benefits that 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 addresses a number of environmental issues, such as water preservation, landscape restoration, reforestation, wildlife protection and more.
| Ticker | Safety | Last | Change | Change % |
|---|---|---|---|---|
| UL | UNILEVER PLC | 54.82 | +0.71 | + 1.32% |
This is not the first time that Unilever has made a language update on its brand last year.
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In June, the global company announced that it would remove terms such as “fair / fair”, “white / lightening” and “light / lightening” from its Fair & Lovely spot concealer skin care line.
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The line was renamed Glow & Lovely, and Unilever claims that the product is not a bleaching agent. But, instead, it is intended to provide the complexion with a “uniform tone, clarity and radiance of the skin”.