UK-based consumer goods company Unilever has chosen to remove the word ‘normal’ from all packaging and advertising for its beauty and personal care brands.

The move is part of the company’s Positive Beauty vision and strategy, which sets out progressive commitments and actions for its products.

As part of the Positive Beauty strategy, Unilever commissioned a study of 10,000 people across nine countries. The study found that seven in ten people thought the use of ‘normal’ in product packaging and advertising had a negative impact, and that among those aged 18-35, this rose to eight in ten people.

In addition to removing the word, Unilever has pledged not to change a person’s body shape, size, proportion or skin colour digitally in its brand advertising.

The company will also include more people from diverse groups who are underrepresented in advertisements.

Unilever beauty and personal care president Sunny Jain said: “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. 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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“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 do more good for both people and the planet.

“With more consumers than ever rewarding brands which take action on the social and environmental issues they care about, we believe that Positive Beauty will make us a stronger and more successful business.”

Unilever’s range of beauty and personal care brands includes Dove, Lifebuoy, Axe and Sunsilk.