The company no longer wants to use the term to avoid people feeling excluded.
Unilever company sign.
The consumer goods company Unilever no longer wants to use the term “normal” to describe its care products. The multinational company with headquarters in London announced on Tuesday. Unilever manufactures, among others, the brands “Dove”, “Vaseline” and “Ax”. The term sometimes appears in shampoos or body lotions, where it says, for example, “for normal skin”.
The step is to prevent people from feeling left out. In a survey of 10,000 participants in nine countries, 70 percent of those questioned stated that the term “normal” could have a negative effect on people, the statement said.
In future, Unilever also wants to dispense with the subsequent editing of body shapes, proportions or skin color in advertising and show more people from different and previously under-represented groups.
“We are determined to combat harmful norms and stereotypes and forge a broader, more inclusive definition of beauty,” said Sunny Jain, head of Unilever's beauty and grooming division, according to the announcement.
