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HUL to remove 'normal' from packaging, advertising of brands

HUL has also decided not to not digitally alter a person's body shape, size, proportion or skin colour in its advertising

March 09, 2021 / 02:11 PM IST
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Representative image

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Consumer goods major Hindustan Unilever (HUL), in an effort to eliminate stereotypes, will remove the word 'normal' from the packaging and advertising of all beauty and personal care brands.

HUL's parent company Unilever said the move is a step towards a more inclusive definition of beauty.

"We know that removing 'normal' alone will not fix the problem, but we believe it is an important step towards a more inclusive definition of beauty," Sunny Jain, president of Unilever’s beauty and personal care division told Reuters.

Unilever has also decided not to not digitally alter a person's body shape, size, proportion or skin colour in its advertising, the report said.

HUL plans to roll out this policy worldwide and in India, which will take a year to implement, The Economic Times reported.


"Who is to decide what is normal? Is curly hair normal? Or dry skin normal?" Priya Nair, executive director, beauty & personal care (BPC), HUL said as quoted by The Economic Times.

"The decision to remove 'normal' is one of many steps we are taking to challenge narrow beauty ideals, as we work towards helping to end discrimination and advocating for a more inclusive vision of beauty," she said.

The company also plans to raise the number of advertisements portraying people from diverse groups who are under-represented.

HUL's popular brands include Glow & Lovely (earlier Fair & Lovely), Dove, Pears, and Axe. The company rebranded Fair & Lovely in 2020 in an effort to make it more inclusive.

Globally, more than a hundred Unilever brands will have the word "normal" removed to describe skin type or hair texture, and replaced with terms such as "grey hair" for shampoos or "moisture replenish" for skin creams by March next year.

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 percent said using the word in advertising had a negative impact.

(With inputs from Reuters)
Moneycontrol News
first published: Mar 9, 2021 08:49 am

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