Unilever Will Eliminate 'Normal' From Its Product Packaging

The owner of Dove wants to support a 'broader, far more inclusive definition of beauty'

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Certain identifiers are helpful when it comes to navigating the massive beauty industry. We look for shampoo that is specifically formulated for thicker hair, lotion that alleviates dry hands, or foundation that’s seemingly more harmonious with our oily T-zones—anything that recognizes that we have unique qualities that we aim to either accentuate or mask.

On their own, descriptors like “dry,” “oily,” or “thick” don’t necessarily spark bouts of insecurity. However, when you stack them against an ostensibly innocuous word like “normal,” it can take on an entirely different context, one that may make some consumers feel like outsiders in their own skin.




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