Makers of Dove, Sunsilk and Vaseline line of products have reached the decision to exclude the word “normal”from their cosmetic products.
Its came to this conclusion after a study found that the word made most people feel excluded and would therefore be excluding it from over 200 products.
Unilever, a company based in London and the owner of a myriad of personal care products said that it would also no longer alter digitally, the size, skin color and body shape of the models in its advertising as part of its Positive Beauty initiative. The company also promised to increase its feature of underepresented people in its advertisements.
The changes came after the company commissioned a 10,000 person study across Brazil, China, Nigeria, US, Saudi Arabia and four other countries.
The results of the study showed that 56% of participants felt that the beauty industry had the capacity to make people feel excluded and 7 out of 10 people agreed the word “normal” had negative effects in advertising.
Sunny Jain, Unilever’s president for beauty and personal care said that “we know that removing ‘normal’ from products and packaging will not fix the problem alone, but it is an important step forward”
He added that the company was committed to challenging harmful norms and stereotypes.
Unilever has said that an aim of theses steps and others was to better “challenge narrow beauty ideals.