The Company Behind Dove Soap Is Removing The Word 'Normal' From All Of Its Packaging

Unilever, the company responsible for beauty and personal care brands such as Dove, Lifebuoy, Axe and Sunsilk, is beginning a new campaign called "Positive Beauty."

To kick things off, the company announced that it will be removing the word "normal" from all of its packaging in an attempt to "end discrimination" and advocate "for a more inclusive vision of beauty."

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The decision came after a 10,000-person study, conducted by Unilever, found that the majority of people believe the beauty industry tends to make people feel excluded.

"We know that removing 'normal' from our products and packaging will not fix the problem alone, but it is an important step forward," said President of Beauty & Personal Care Sunny Jain.

The company will also no longer be digitally altering people's body shape, size, proportion or skin colour in its brand advertising, and will increase the number of advertisements featuring people from diverse groups.

"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," said Jain.

As part of the campaign, Unilever will be working to protect and regenerate 1.5 million hectares of land, forests and oceans by 2030, as well as supporting a global ban on animal testing for cosmetics.