Mar 10, 2021 09:15 PM EST
Unilever has just made a bold move towards its commitment to support inclusion and diversity in the beauty industry.
It came after the major consumer goods conglomerate recently announced that it would remove the word “normal” on all of its products, varying from personal care and beauty.
Unilever Vows for Positive Beauty
For more than many decades, Unilever Group has maintained its status as one of the world’s largest consumer goods companies and is said to be the fourth largest FMCG company worldwide in terms of sales.
Now, the London-based company, which owns more than 400 brands that includes St. Ives, Dove, Lifebuoy, Axe, and Tresemmé, explained in its recent press release that this move is a part of their “new Positive Beauty vision and strategy.”
This is to roll out several progressive commitments and actions for their brands that would “champion a new era of beauty which is equitable and inclusive” and pledge for a sustainable environment.
In addition, eliminating the word “normal” is the company’s action to “end discrimination and advocating for a more inclusive vision of beauty” and to “challenge narrow beauty ideals.
The said decision comes after Unilever has conducted a global study across several countries like China, India, Brazil, Brazil, the U.S, the U.K, and more regarding consumer’s expectations and experience towards their brands.
With over 10,000 respondents, the company learned that 52 percent of them focus on Unilever’s stand on social issues while the other half felt that having the word “normal” in their packaging makes consumers feel “excluded.”
“It comes as global research into people’s experiences of the beauty industry reveals that using ‘normal’ to describe hair or skin makes most people feel excluded,” as mentioned in a statement.
Meanwhile, President of Unilever’s beauty and personal care division, Sunny Jain, explained that they are committed to discussing “harmful norms and stereotypes and shaping a broader, far more inclusive definition of beauty” through their global reach and the “power to make a real difference to people’s lives.”
Unilever to Ban Photo-Editing on Marketing Campaigns
Aside from eliminating “normal” on all its packaging, the multinational conglomerate also announced that they would end the practice of digitally altering “a person’s body shape, size, proportion or skin color in its brand advertising.”
This also includes social media celebrities and influencers who the company pays to promote a particular product.
Following their decision to ban photo-enhancement across their ads, Unilever says that they will “increase the number of advertisements portraying people from diverse groups who are under-represented.”
This monumental step from the company sends a strong message that they are devoted to improving body positivity and inclusive beauty to its consumers.
Twitter has Mixed Stance Towards Unilever’s Bold Move
With this, social media have mixed reactions regarding Unilever’s recent move.
One user appears to agree with the brand’s recent change and wrote, “What’s “normal”? Unilever decides to stop using the word. Good start. Let’s keep going.”
On the other hand, an individual pointed out that removing “normal” from its marketing is unnecessary.
“According to Unilever, the word “Normal” is offensive to some, and we aren’t supposed to use it.”