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No More “Normal” For Unilever

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No More “Normal” For Unilever

Image Source: Unilever via PopSugar

When shopping for beauty or wellness products, it’s not unusual to find products categorized by skin or hair type — “oily,” “dry,” “normal,” among others. But what does normal even mean?

In a recent announcement, Unilever made a big step forward for inclusivity by making a pledge to stop using the word “normal” in the advertising and packaging of its beauty and personal care brands. Additionally, the company said it will “end all digital alterations that change a person’s body shape, size, proportions or skin colour, and to increase the number of ads portraying people from diverse, under-represented groups.” The personal care giant, which owns brands like Dove, Vaseline, St. Ives and more, made these promises as part of their “Positive Beauty” vision and strategy. The new vision also included a sustainability pledge in which the brand aims to “protect and regenerate 1.5 million hectares of land, forest and oceans by 2030” and to continue to support a global ban on animal testing for cosmetics by 2023.

Companies like Aerie, Fenty Beauty and ThirdLove have championed inclusivity in their product lines and advertising, allowing more people to connect with and relate to their messaging. People want to buy from brands that they connect with. It’s as simple as that.

Sure, getting rid of the word “normal” is not going to change the world alone, as Unilever President of Beauty & Personal Care, Sunny Jain, acknowledged, it’s a step forward for inclusion, especially from a global company that creates products used by millions of people every day. And, though Unilever’s brands have been called out in the past for harmful advertising, it’s good to see them making moves in the right direction, and hopefully it will inspire more brands to do the same!

Posted by Erin