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Unilever will stop calling certain hair and skin types 'normal' in inclusivity push

March 9, 2021. Summarized by summa-bot.

Compression ratio: 50.7%. 1 min read.

A salesman takes a bottle of Hindustan Unilever Limited (HUL) Dove shampoo from a shelf at a shop in Mumbai April 30, 2013. Unilever plans to pay up to $5.4 billion to raise its stake in its Indian subsidiary, making its biggest deal in 13 years a huge bet on the strength of demand for personal care and food products in Asia's third-largest economy. REUTERS/Danish Siddiqui (INDIA - Tags: BUSINESS)

Unilever, the owner of Dove, Vaseline and Axe, is dumping the word "normal."

in a statement, it said that a recent study it commissioned and conducted found that "seven in ten [respondents] agree that using the word 'normal' on product packaging and advertising has a negative impact.

More than half of those surveyed also said that "they now pay more attention to a company's stance on societal issues before buying products," Unilever added.

"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," Sunny Jain, Unilever's president of beauty and personal care, said in the company's statement.

Unilever also said Tuesday that it would no longer "digitally alter a person's body shape, size, proportion or skin color in its brand advertising, and will increase the number of advertisements portraying people from diverse groups who are underrepresented. "

Last year, many major companies renamed or retired products, including Quaker Oats with its Aunt Jemima brand in the United States and Nestlé with its Red Skins and Chicos sweets in Australia.

Last year, its Indian subsidiary, Hindustan Unilever, removed the word "Fair" from its "Fair & Lovely" skincare brand after complaints.

The company acknowledged in a statement at the time that it had previously played up "the benefits of fairness, whitening and skin lightening" while marketing its products.

Unilever has worked to diversify its product lines by partnering with minority-run businesses in recent years.

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