Unilever says no to “normal.” The global group announced at the beginning of March that the word would be removed from all beauty and personal care brands’ packaging.

This decision from Unilever to say no to “normal” is part of the company’s new Positive Beauty vision and has been taken following a 10,000 person survey across nine countries.

The results are enlightening. Amongst other findings, 56% of the people think that the beauty and personal care industry can make people feel excluded by using the “normal” term. Seven out of ten said they want to see the beauty and personal care industry focusing more on making people feel better rather than just look better.

In addition to the action, Unilever also committed to end digital alterations on their pictures and portray more people from diverse and under-represented groups in their ads.

Alongside its actions for body positivity and inclusiveness, the brand is also committing to environmental actions. In June 2020, the group created a Climate & Nature Fund and has pledged to invest €1 billion.

Amongst other goals, the group aims to use only plastic that can be recyclable, reusable or compostable across every brand worldwide by 2025 and to ban animal testing for cosmetics by 2023. They also committed to net zero emissions from all their products by 2039 – from the sourcing of the materials used, up to the point of sale of the products in the store.

Unilever's brand
Some of Unilever’s brands
Are you a beauty or personal care brand looking forward to make a change in the industry?

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Unilever is not the first beauty brand to stand for more inclusiveness. In 2019, L’Oreal teamed up with Vogue to promote older women representation in media. Read all about it here. To find more inspiring articles, visit this page.

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