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How to sell more products: According to Unilever, nobody has normal skin or normal hair

Christian Fernsby |
More than a hundred Unilever brands will have the word 'normal' removed to describe skin type or hair texture.

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Topics: UNILEVER   

That will, of course, lead to more sales because everyone wants to be normal but now it appears nobody's normal so people will be more tempted to buy Unilever products.[break]

Unilever will remove the word "normal" from its beauty and personal care products, as well as stop digital alterations of body shapes and skin colour of models used in its advertising in a push to be more inclusive.

Unilever said a poll it conducted of about 10,000 people globally showed that more than half the respondents felt using "normal" to describe hair or skin made people feel excluded, while 70% said using the word in advertising had a negative impact.

Sunny Jain, President Beauty & Personal Care, said: “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.

“We know that removing ‘normal’ from our products and packaging will not fix the problem alone, but it is an important step forward. It’s just one of a number of actions we are taking as part of our Positive Beauty vision, which aims not only to do less harm, but more good for both people and the planet.

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