Unilever plans to remove “normal” from beauty products to combat stereotypes and harmful norms
unilever.com
The parent company of Dove, Unilever has announced they will remove the word “normal” from products. The removal is in efforts to make a big impact within the beauty industry. Unilever owns Dove, Simple, TreSemme, and many others.
Removing “normal” is just a start, the company vows to go beyond in their initiative. They have also vowed to remove excessive photoshopping of models in campaigns and advertising material to show real features and promote body positivity.
Unilever has a history of listening to the voice of the consumer and adjusting accordingly to their brand message. After criticism of one of their sub companies in India, focused on skin lighting was named “Fair & Lovely,” was seen as offensive Unilever made a change. The company rebranded under the name, “Glow & Lovely.”
Unilever has a mission to showcase beauty of all kinds and wants to diversify their advertising. In an interview President of Beauty and Personal Care, Sunny Jain stated, “We know that removing ‘normal’ from our products and packaging will not fix the problem alone, but it is an important step forward.”
The removal of “normal” will be visible soon. There over 200 products that will be getting a much needed makeover.
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