Laundry and food group Unilever will no longer use the word ‘normal’ in the description of its beauty and care products. The company said in a statement on Monday that it is an attempt to become more inclusive.
In addition to dropping the term ‘normal’, the parent company of Dove and Rexona will no longer digitally edit the skin tones and body shapes of the models in its advertisements and media campaigns.
Unilever makes the decision after criticism the company received about advertisements and product names. Last summer, the Indian division already changed the name of its whitening face cream Fair & Lovely to Glow & Lovely. The use of the words “fair”, “white” and “light” on the packaging of the cream and in advertisements incorrectly suggests a beauty ideal, according to Unilever.
In 2017, the company was criticized for an ad from Dove, in which a black woman took off her top to reveal a white woman.
‘Deleting the word alone does not solve the problem’
“We know that just removing the word ‘normal’ will not solve the problem, but we believe it is an important step towards a more inclusive definition of beauty,” said Sunny Jain, head of Unilever’s beauty department. personal care.
From March next year, the word ‘normal’ will no longer be used to describe hair type or house color. This concerns around 200 beauty and care products from the company.
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