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‘Inclusive’ Unilever ditches ‘normal’ from beauty products


Unilever will ditch the word “normal” from its beauty products and tone down model photo editing in a bid to burnish its diversity and inclusion credentials. 

The FTSE 100 company said its editing ban would eliminate “all digital alterations to body shape, size, proportion and skin colour” from its advertising, while the word “normal” will be removed from at least 200 products within a year. 

The owner of the Dove personal care brand said the move was part of drive to create a “more inclusive definition of beauty”. 

The shake-up is the latest example of corporate giants dropping longstanding labels and practices in an attempt to appear more ethical to a new generation of consumers. 

Sunny Jain, Unilever’s head of beauty and personal care products, said: “We know that removing ‘normal’ from our products and packaging will not fix the problem alone, but it is an important step forward.”


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