Unilever to scrub the word ‘normal’ from beauty packaging

Unilever plans to stop using the word “normal” on packaging for its beauty products in a push to make its branding more inclusive.

The London-based owner of brands including Dove, Axe and Vaseline announced the decision Tuesday after conducting a survey that showed describing hair or skin as “normal” makes consumers feel excluded.

Unilever also said it will stop digitally altering the skin color, body shape and size of models who appear in its advertisements while increasing the number of ads featuring people from “under-represented” groups.

“We are committed to tackling harmful norms and stereotypes and shaping a broader, far more inclusive definition of beauty,” Sunny Jain, Unilever’s president of beauty and personal care, said in a statement. “We know that removing ‘normal’ from our products and packaging will not fix the problem alone, but it is an important step forward.”