Unilever Removes The word “Normal”

Unilever Consumer Brands

And focuses on a new vision for positive beauty…

Beauty giants Unilever have made a monumental decision to remove the word ” Normal” from all beauty and personal care brands, packaging and advertising. The announcement comes as part of the brand’s new Positive Beauty manifesto, which is aimed at driving inclusivity, sustainability and do more for both people and the planet. 

The decision to remove ‘normal’ comes following a global research in the beauty industry, which reveals that using ‘normal’ to describe hair or skin makes most people feel excluded.

The survey showed that 74% of people want to see the beauty and personal care industry focusing more on making people feel better, than just looking better and 70% of people agree that using the world normal on product packaging and advertising has a negative impact.


Unilever’s President of Beauty and Personal Care, Sunny Jain, had this to say:

‘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. 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.’ Sunny Jain added, ‘We believe that Positive Beauty will make us a stronger, and more successful business.’

Other aspects of ‘Positive Beauty’ include driving gender equity by stepping up brand programmes & advocacy to challenge the status quo. Un-stereotyping advertising and improving wellbeing through existing educational initiatives.

Can Unilever do more?

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