FMCG major Hindustan Unilever Ltd  (HUL)  on Tuesday announced it will remove the word "normal" from all of its beauty and personal care brands packaging and advertising.

Besides removing the word "normal", Unilever will not digitally alter a person's body shape, size, proportion or skin colour in its brand advertising, and will increase the number of advertisements portraying people from diverse groups who are under-represented.

"The decision to remove 'normal' is one of many steps that 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. 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", Unilever said.

"Positive Beauty, which sets out several progressive commitments and actions for our beauty and personal care brands, including Dove, Lifebuoy, Axe and Sunsilk, will champion a new era of beauty which is equitable and inclusive, as well as sustainable for the planet," the company announced.

A Unilever survey showed that in India, making products that cater to all people is recognized as one of the most pressing challenges that the beauty and personal care industry should address; only behind making products affordable for all and being transparent on what ingredients are included.

The majority of people in India, feel positive about Unilever's commitment: they agree that removing the word "normal" would inspire them to feel more positive about the way they look while believing that it is the right thing to do and feel positively about the company behind it.

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