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Unilever to drop ‘normal’ in packaging


Unilever has announced that it will be eliminating the word ‘normal’ from packaging of its beauty products. The company will also eliminate the word from its advertising. The move is part of its new ‘Positive Beauty’ vision and strategy.


Beauty and personal care brands that will be affected by the move include Dove, Lifebuoy, Axe and Sunsilk.


The decision to remove ‘normal’ is one of the initiatives to signify a new era of inclusive beauty.


It comes as global research as using the word ‘normal’ to describe hair or skin, makes most people feel excluded. Commissioned by Unilever, the 10,000-person study was conducted across nine countries. It found that: Seven in ten people agree that using the word ‘normal’ on product packaging and advertising has a negative impact. For younger people – those aged 18-35 – this rises to eight in ten.


In addition to removing the word ‘normal’, Unilever said it will not digitally alter a person’s body shape, size, proportion or skin colour in its brand advertising. It also committed to increasing advertisements portraying people from diverse groups who are under-represented.


“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,” said Sunny Jain, President Beauty & Personal Care.


In addition to removing the word ‘normal’, Unilever will not digitally alter a person’s body shape, size, proportion or skin colour in its brand advertising, and will increase the number of advertisements portraying people from diverse groups who are under-represented.


Positive Beauty follows the launch of Clean Future, the sustainable business strategy of Unilever’s Home Care Division in September 2020, and Future Foods, the sustainable business strategy of Unilever’s Foods & Refreshment Division in November 2020.


It complements existing actions being taken across Unilever to tackle plastic waste and support the company’s investment in a €1 billion Climate & Nature Fund, which aims to tackle a range of environmental issues, including water preservation, landscape restoration, reforestation and wildlife protection.

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