In inclusivity push, Unilever to exclude word ‘normal’ from beauty products

Unilever will remove the word “normal” from its beauty and personal care products, and stop digital alterations of body shapes and skin color of models in its ads in a push to be more inclusive.

The move from the London-based company, one of the top advertisers in the world, comes as it tries to move beyond the backlash it has faced for some of its ad campaigns.

Unilever was pushed to rename its top selling skin-lightening brand in India to “Glow & Lovely” from “Fair & Lovely” last year after facing consumer ire over negatively stereotyping darker skin tones.

In 2017, it faced a social media outcry over an ad for Dove body wash, showing a black woman removing her top to reveal a white woman.

Globally, more than a hundred Unilever brands will have the word “normal” removed to describe skin type or hair texture, and replaced with terms such as “grey hair” for shampoos or “moisture replenish” for skin creams by March next year.

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