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Unilever is doing away with the word “normal” on the packaging of its beauty products and respective advertisements.
The language change is one way the multinational consumer goods company is being “equitable and inclusive,” according to a press release issued on Tuesday.
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Brands such as Dove, Vaseline, Axe, Sunsilk and Love Beauty and Planet are included in Unilever’s progressive commitment among other beauty and personal care lines the company owns.
Unilever’s decision to strike the word “normal” from its products comes as a response to the 10,000-person study it commissioned that found the term makes 70% of consumers (from across nine countries) feel excluded.
“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,” Unilever’s President of Beauty & Personal Care Sunny Jain said, 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.”
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Jain added, “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.”