The Insight

The beauty industry exists to make people feel better about themselves, but often does the opposite.
For decades, products labelled for “normal skin” or “normal hair” have reinforced the idea that there is a single standard of beauty, and that anything outside of it is “less than.”
But what is “normal,” anyway?

 

The Opportunity 
As a company that champions inclusion, Unilever had the credibility and scale to lead real change.
By challenging the language used across the industry, they could take a meaningful stance: not by adding more words to the conversation, but by removing one that didn’t belong there in the first place.

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The Idea
Unilever became the first global beauty company to remove the word “normal” from every product, package, and piece of communication across all its Beauty & Personal Care brands.
A simple yet powerful act that redefined what inclusivity looks like in beauty, and set a new industry standard.