Unilever announced it will drop the word “normal” from the packaging of its beauty products to support a more “inclusive vision.”
In a statement released Tuesday, the company which owns brands such as Dove and Axe said its decision was based on global research revealing the use of “normal” for hair or skin products makes some people feel left out.
The word “normal” has typically been used in packaging for Unilever beauty and personal care products to indicate it’s meant for “normal” skin or hair.
A study commissioned by Unilever found nearly three-quarters of respondents want to see the beauty and personal care industry focus on making consumer feel people instead of look better.
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,” said Sunny Jain, Unilever’s president of beauty and personal care, in a statement. “As part of this, we are committed to tackling harmful norms and stereotypes and shaping a broader, far more inclusive definition of beauty.”
(Photo: Getty Images)
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The removal of “normal” from packaging is part of Unilever’s broader Positive Beauty initiative which “will champion a new era of beauty which is equitable and inclusive, as well as sustainable for the planet.”
Other steps Unilever plans to take include building a more inclusive selection of products, educational initiatives to improve health and wellbeing, and pushing for a global ban on animal testing for cosmetics by 2023.
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