The advertising changes came after the company commissioned a 10,000-person study across nine countries, including Brazil, China, Nigeria, Saudi Arabia and the United States.
The study found that 56 percent of participants thought that the beauty industry could make people feel excluded, and that as many as seven in 10 people agreed that the word “normal” on products and in advertising had negative effects. That figure rose to eight in 10 for people between the ages of 18 and 35.
Seventy-four percent of participants said they wanted the beauty industry to make them feel better, not just look better.
“We know that removing ‘normal’ from our products and packaging will not fix the problem alone, but it is an important step forward,” Sunny Jain, Unilever’s president of beauty and personal care, said in the statement. Mr. Jain added that the company was committed to tackling harmful norms and stereotypes.