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Unilever Drops The Word 'Normal' From Packaging And Ads

by Rudy Sanchez on 03/11/2021 | 1 Minute Read

Unilever, the consumer goods company whose portfolio includes Axe, Dove, Life Buoy, and Sunsilk, has recently announced that it will cease using the adjective “normal” on all its packaging and advertising as part of a new “Positive Beauty” strategy.

The move comes after Unilever conducted a nine-nation, 10,000 participant study on people’s experiences with the beauty industry. The research found that more than half of respondents felt that the products made people feel excluded. 74% wanted the personal care industry to focus more on making people feel better than looking better, and 52% said they pay attention to a brand’s societal positions when making purchasing decisions. Finally, 7 out of 10 people agreed using the term “normal” on the packaging and in advertisements had a negative impact. That number goes up to 8/10 among younger consumers ages 18-35.

“With one billion people using our beauty and personal care products every day, and even more seeing our advertising, our brands have the power to make a real difference to people’s lives. As part of this, we are committed to tackling harmful norms and stereotypes and shaping a broader, far more inclusive definition of beauty,” said Sunny Jain, Unilever president of beauty & personal care, in a press release.

Also announced as part of the Positive Beauty strategy, Unilever will not “digitally alter a person’s body shape, size, proportion, or skin color” in its advertising. They will also increase the number of people from more diverse and less-represented backgrounds.

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