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Unilever abandons the word ‘normal’ in its product communication

Unilever has announced that it will abandon the use of the word “normal” in the packaging and advertising of the company’s beauty and personal care brands.

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Also, the company will no longer make digital adjustments to artificially enhance the human body in its branded ads.

A study commissioned by Unilever in nine countries found that more than half or 56% of those surveyed believe that the beauty and personal care industry can make people feel excluded. Therefore, the company is ready to change its product development process to provide greater added value to both people and the planet. Unilever will change the design of packaging and product communication materials by abandoning the use of the word “normal”. In turn, the company’s brand advertisements will not digitally change the shape, size or skin color proportions of the human body and will increase the number of advertisements depicting people from various under-represented groups.

“74% of respondents say they want the beauty and personal care industry to focus more on improving people’s well-being than just their visual image. Baltic We want to emphasize that consumer-selected products not only perform well, but are also environmentally friendly, planet-friendly and human-friendly, “explains Cameron Heath, CEO of Unilever Baltics.

Seven out of ten people agree that the use of the word “normal” on product packaging and advertising has a negative effect. Among younger people, aged 18-35, the figure is higher at eight out of ten.

“Every day, one billion people use our products and more people see our ads. So our brands have the power to change people’s lives. We are committed to fighting negative norms and stereotypes to create a broader, more inclusive definition of beauty. We are aware that The removal of the word “normal” from our products will not eliminate the problem of discrimination, but it is an important step in the right direction. “As consumers also increasingly value brands that address social and environmental issues, we believe that this commitment will also strengthen our business results,” said Sunny Jain, president of beauty and personal care at Unilever.

Innovations also include the wider use of more environmentally friendly, biodegradable and recyclable ingredients, such as packaging that uses less or no plastic.

Unilever is one of the world’s leading suppliers of beauty and personal care, home cleaning, and food and non-alcoholic beverages, with products distributed in more than 190 countries. Unilever’s product portfolio includes approximately 400 brands, including Dove, Knorr, Rexona, Hellmann’s, Lipton, Lux, Magnum, Ax, Sunsilk and Surf. .

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