Maker Of Dove Soap Will Stop Using ‘Normal’ On Packaging To Be More Inclusive

Unilever, the company that makes Dove soap and other beauty and personal care products, announced this week that it would stop using the word “normal” on its packaging because it’s not inclusive enough.

Reuters reported that the London-based company will also “stop digital alterations of body shapes and skin colour of models used in its advertising.”

The change comes after Unilever received backlash for certain advertising campaigns, including anger last year from some for the name of its top selling skin-lightening brand “Fair & Lovely,” which is sold in India. People online claimed the name stereotyped darker skin tones, so Unilever changed the name to “Glow & Lovely.”

The company last year also had to pull advertising from its TRESemmé brand in South Africa, after consumers complained that the marketing campaign included pictures of African black hair described as “frizzy and dull” alongside pictures of a white woman’s hair described as “normal,” Reuters reported in September.

Further, Unilever in 2017 angered social media users for a Dove body wash ad that featured a “black woman removing her top to reveal a white woman,” Reuters reported.