Unilever to remove ‘normal’ from its beauty, personal care goods

More than half the respondents of a global poll said using ‘normal’ to describe hair or skin made them feel excluded.

Unilever, the conglomerate behind Dove soap and other bath and beauty products, has said it will stop using the word “normal” on its packaging, as well as making digital alterations to the bodies and skin colour of models used in its advertising in an attempt a push to be more inclusive. The move from the London-based company, which is one of the top advertisers in the world, comes as it tries to move beyond a backlash it has faced for some of its advertising 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.