"Normal" word banned from Unilever's ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 09, 2021, 3:27 AM UTC

The company has already reviewed over 200 products worldwide that include the word “normal” on the product label.

In a push towards a more inclusive beauty industry, Unilever has decided to remove the word “normal” from its beauty and personal care brands’ packaging and advertising. Unilever’s new “Positive Beauty” strategy launched on a global scale, aims to “champion a new era of beauty which is equitable and inclusive”.

Unilever will no longer digitally modify a person’s body shape, size, proportion or skin colour in its ads. The brand has also committed to increasing the number of ads showing people from diverse backgrounds while developing products for “underserved consumer groups”.

Further, the company will use more natural, biodegradable and regenerative ingredients across its products for a sustainable environment. Sunny Jain, president of beauty and personal care observes Unilever’s dedication towards eradicating harmful norms and stereotypes.

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