Unilever will remove the word 'normal' from its beauty products and ban digital altering of a person's body shape, size, proportion or skin colour in its advertising in a bid to advocate inclusivity.
The company, which owns beauty brands including Dove, Lifebuoy, Axe and Sunsilk, said it would remove 'normal' from 200 products, and increase the number of advertisements showing people from diverse groups who are under-represented.
It comes as global research into people's experiences of the beauty industry reveals that using 'normal' to describe hair or skin makes most people feel excluded.
The word 'normal' is often used on shampoos, conditioners and face products, such as for 'normal or oily skin'.
The company's ban on editing images will include photos taken of models as well as social media influencers.
In a 10,000-person study, Unilever investigated people's experiences and expectations of the beauty industry, and uncovered the positive actions that can be taken to foster a more inclusive beauty culture.
It found that more than half of people (56%) think that the beauty and personal care industry can make people feel excluded, and seven in ten people agree that using the word ‘normal’ on product packaging and advertising has a negative impact. For younger people (those aged 18-35), this rises to eight in ten.
The research also found that people want to see the beauty and personal care industry focusing more on making people feel better, than just looking better (74%).
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