THE WHAT? As part of a new Positive Beauty vision and strategy, Unilever has announced that it will eliminate the word ‘normal’ from all beauty and personal care brands’ packaging and advertising.
THE DETAILS The Positive Beauty vision and strategy comprises a series of commitments that aim to challenge narrow beauty ideals. As well as removing the word ‘normal’, the manufacturer of Dove has also pledged to end digital alterations to a person’s body shape, size, proportion or skin colour in its brand advertising and doubling the BMI invested in purposeful communication to increase the number of advertisements portraying people from diverse groups who are under-represented.
“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, President Beauty & Personal Care. “As part of this, we are committed to tackling harmful norms and stereotypes and shaping a broader, far more inclusive definition of beauty. “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.”
THE WHY? The initiative is designed to unite the UK-based FMCG manufacturer’s beauty and personal care portfolio to drive growth and build a new era of beauty that is more equitable, inclusive and sustainable, Unilever said.