Unilever announced that it is removing the word normal from beauty brands and advertising as part of its Positive Beauty vision.
Positive Beauty aims to be inclusive and sustainable.
The choice to remove the word normal is one of many steps to creating more inclusivity.
In a study commissioned by Unilever, they found that more than half of the participants think the beauty and personal care industry make people 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,” says Sunny Jain, president of beauty and personal care at Unilever. “As part of this, we are committed to tackling harmful norms and stereotypes and shaping a broader, far more inclusive definition of beauty.”
"Our beauty and personal care brands will be active in taking a stand and using their scale and reach not only to do less harm but also to do more good for people and the planet," says Gary Wade, president of Unilever.
On top of removing the word normal, it will "take action to improve health and wellbeing and advance equity and inclusion, reaching 1 billion people per year by 2030," adds Wade.