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Unilever Removes ‘Normal’ From All Products to Promote Beauty PositivityShutterstock

Unilever is shaking up the beauty industry — and in the best way possible! The conglomerate, which owns brands like Dove, Suave, Vaseline and Axe, announced their new tagline on March 9, “Say no to ‘normal.’ and yes to positive beauty.”

As for what that means? The beauty powerhouse will remove the word ‘normal’ from all packing and messaging on beauty and personal care products. That’s not all the though, Unilever will also refrain from altering a model’s shape, size or skin color in post-production for campaigns and photo shoots as well as strive to be more inclusive in their casting.

The brand’s mission to “champion a new era of beauty that’s inclusive, equitable and sustainable” comes on the heels of an interesting survey that examined 10,000 people’s perception of the beauty industry.

Results showed that 7 in 10 individuals thought the word ‘normal’ on beauty packaging had a negative effect and 74% of people said “they want to see the beauty and personal care industry focus more on making people feel better rather than just look better.”

Another takeaway? People are looking for a change. According to the results, more than 7 in 10 people said that the personal care industry has a responsibility to broaden its definition of beauty.

Given the alarming stats, Unilever has vowed to make a change.

“With one billion people using our beauty and personal care products every day, and even more seeing our advertising, our brands have the power to make a real difference to people’s lives. As part of this, we are committed to tackling harmful norms and stereotypes and shaping a broader, far more inclusive definition of beauty,” said Sunny Jain, President of Unilever Beauty & Personal Care, in a press release.

That said, the company is well aware that removing a single word is a mere stepping stone to get them closer to their vision of positive beauty.

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if ( adsParseUrlParams( “utm_source” ) || typeof getCookie(“utm_source”) !== “undefined” ) { var utm_source; if(adsParseUrlParams( “utm_source” )){ utm_source = adsParseUrlParams( “utm_source” ); setCookie(“utm_source”, utm_source, {expires:1800, path: “/”}); } else { utm_source = getCookie(“utm_source”); } utms.utm_source = utm_source; } if ( adsParseUrlParams( “utm_medium” ) || typeof getCookie(“utm_medium”) !== “undefined” ) { var utm_medium; if( adsParseUrlParams( “utm_medium” ) ){ utm_medium = adsParseUrlParams( “utm_medium” ); setCookie(“utm_medium”, utm_medium, {expires:1800, path: “/”}); } else { utm_medium = getCookie(“utm_medium”); } utms.utm_medium = utm_medium; } if ( adsParseUrlParams( “utm_campaign” ) || typeof getCookie(“utm_campaign”) !== “undefined” ) { var utm_campaign; if(adsParseUrlParams( “utm_campaign” )){ utm_campaign = adsParseUrlParams( “utm_campaign” ); setCookie(“utm_campaign”, utm_campaign, {expires:1800, path: “/”}); } else { utm_campaign = getCookie(“utm_campaign”); } utms.utm_campaign = utm_campaign ; } if ( typeof utms.utm_source !== “undefined” || typeof utms.utm_medium !== “undefined” || typeof utms.utm_campaign !== “undefined” ) { var vastURL = new URL( window.jwVastTag[vHash] ); var vastParams = new URLSearchParams( vastURL.search ); var keys = Object.keys( utms ); if ( vastParams.has( “cust_params” ) ) { var custParams = new URLSearchParams( vastParams.get( “cust_params” ) ); } else { var custParams = new URLSearchParams(); } for ( var key of keys ) { custParams.set( key, utms[key]); } vastParams.set( “cust_params”, decodeURIComponent( custParams.toString() ) ); vastURL.search = vastParams.toString(); window.jwVastTag[vHash] = vastURL.toString(); } console.log( “AMI jwp GAM tag with UTM”, window.jwVastTag ); } } }).on(“ready”, function(){ var el = decodeURIComponent( “jwplayer_nryBXUB2_Bk5vyVYE_div” ); var playerInstance = jwplayer(el); ns_.StreamingAnalytics.JWPlayer( playerInstance, { publisherId: “6036076”, labelmapping: “ns_st_pu=”AMI”, c3=”Us Weekly”, ns_st_ge=”” + decodeURIComponent( “%2Anull” ) + “”, ns_st_ia=”” + decodeURIComponent( “%2Anull” ) + “”, ns_st_ce=”” + decodeURIComponent( “1” ) + “”, ns_st_ddt=”” + decodeURIComponent( “%2Anull” ) + “”, ns_st_tdt=”” + decodeURIComponent( “%2Anull” ) + “””, }); }).on(‘adsManager’, (e) => { var vHash = ‘ami’ + decodeURIComponent( ‘nryBXUB2’ ); const { adsManager, videoElement } = e; const iasConfig = { anId: ‘928572’, campId: `${jwplayer().getWidth()}x${jwplayer().getHeight()}`, // This is dynamic based on player dimensions, but can be hard coded chanId: window.prerollTag[vHash], placementId: ‘Open Auction’, pubOrder: ‘Video’, pubId: ‘Direct’ }; if (googleImaVansAdapter) { googleImaVansAdapter.init(window.google, adsManager, videoElement, iasConfig); } }).on(‘beforePlay’, (e) => { var el = decodeURIComponent( “jwplayer_nryBXUB2_Bk5vyVYE_div” ); var vHash = “ami” + decodeURIComponent( “nryBXUB2” ); window.jwpBids[vHash].ix = false; window.jwpBids[vHash].ixBids = {}; console.log( “AMI jwp IX Bidding init”, new Date().getTime() ); // skip if the video was paused and trying to resume if (jwplayer(el).getState() !== ‘idle’ && jwplayer(el).getState() !== ‘complete’) { return; } if ( window.jwpDef[vHash].advertising ) { if ( window.jwpDef[vHash].advertising.schedule ) { headertag.cmd.push( function() { headertag.retrieveVideoDemand( [{“htSlotName”: “preroll”}], function( demand ) { console.log( “AMI jwp IX callback”, demand ); if ( “undefined” !== typeof demand.preroll && demand.preroll.length ){ window.jwpBids[vHash].ixBids = demand.preroll[0].targeting.price; console.log( “AMI jwp IX Bids”, new Date().getTime(), demand.preroll[0].targeting ); } window.jwpBids[vHash].ix = true; } ); } ); } } }).on(‘beforePlay’, (e) => { var el = decodeURIComponent( “jwplayer_nryBXUB2_Bk5vyVYE_div” ); var vHash = “ami” + decodeURIComponent( “nryBXUB2” ); window.jwpBids[vHash].iristv = false; window.jwpBids[vHash].iristvBids = {}; console.log( “AMI jwp IrisTV Bidding init”, new Date().getTime() ); // skip if the video was paused and trying to resume if (jwplayer(el).getState() !== ‘idle’ && jwplayer(el).getState() !== ‘complete’) { return; } if ( window.jwpDef[vHash].advertising ) { if ( window.jwpDef[vHash].advertising.schedule ) { // Get main item context data window.irisContext.getContext(jwplayer(el).getPlaylistItem().mediaid).then(function(data) { // Encode the context data var context = encodeURIComponent(`iris_context=${data.context.join(‘,’)}`); console.log( “AMI jwp IrisTV callback”, context ); console.log( “AMI jwp IrisTV Bids”, new Date().getTime(), data.context ); // Replace the server url with the context data (this is for simple ad requests), // If you have the serverUrl dynamically configured, then you will need to append the context data // under cust_params, so this is just for testing purpose window.jwpBids[vHash].iristvBids = data.context; window.jwpBids[vHash].iristv = true; }); } } }).on(‘beforePlay’, (e) => { var el = decodeURIComponent( “jwplayer_nryBXUB2_Bk5vyVYE_div” ); var vHash = “ami” + decodeURIComponent( “nryBXUB2” ); window.jwpBids[vHash].amazon = false; window.jwpBids[vHash].amazonBids = “”; console.log( “AMI jwp amazon Bidding init”, new Date().getTime() ); // skip if the video was paused and trying to resume if (jwplayer(el).getState() !== ‘idle’ && jwplayer(el).getState() !== ‘complete’) { return; } if ( window.jwpDef[vHash].advertising ) { if ( window.jwpDef[vHash].advertising.schedule ) { apstag.fetchBids({ slots: [{ slotID: window.prerollTag[vHash], mediaType: ‘video’ }] }, function( bids ) { console.log( “AMI jwp amazon bid callback”, new Date().getTime(), bids ); window.jwpBids[vHash].amazon = true; if ( bids.length > 0 ) { //If we have received any bids back try { console.log(“AMI jwp amazon bid request ad”, bids[0].encodedQsParams); window.jwpBids[vHash].amazonBids = bids[0].encodedQsParams; } catch ( e ) { console.log(e); } } else { console.log(“AMI jwp amazon no bids”); } }); } } }).on( ‘time’, function( e ) { var id = this.id; var pct = Math.round( e.position ); if ( ! window.amiPlayersData ) { window.amiPlayersData = {}; } if ( ! window.amiPlayersData[id] ) { window.amiPlayersData[id] = { m3: false, m10: false }; } if ( window.amiPlayersData[id][‘m3’] === false && pct >= 3 ) { window.amiPlayersData[id][‘m3’] = true; console.log( ‘3sec played: ‘, id ); window.dataLayer = window.dataLayer || []; dataLayer.push( {event: ‘JWPlayEvent’, jwTime: ‘3s played’} ); } if ( window.amiPlayersData[id][‘m10’] === false && pct >= 10 ) { window.amiPlayersData[id][‘m10’] = true; console.log( ’10sec played: ‘, id ); window.dataLayer = window.dataLayer || []; dataLayer.push( {event: ‘JWPlayEvent’, jwTime: ’10s played’} ); } }).on( ‘complete’, function( e ) { if ( window.amiPlayersData && window.amiPlayersData[ this.id ] ) { window.amiPlayersData[ this.id ][‘m3’] = false; window.amiPlayersData[ this.id ][‘m10’] = false; console.log( ‘clear played: ‘, this.id ); } }).once(“play”, function(){ var el = decodeURIComponent( “jwplayer_nryBXUB2_Bk5vyVYE_div” ); var playerInstance = jwplayer(el); loadIrisPlugin(playerInstance, playerInstance.getConfig().plugins[“https://ovp.iris.tv/plugins/jwplayer/v2/iris-jwplayer8.adaptive.min.js”]) }).on(‘play’, (e) => { var el = decodeURIComponent( “jwplayer_nryBXUB2_Bk5vyVYE_div” ); var vHash = “ami” + decodeURIComponent( “nryBXUB2” ); var jwInfo = jwplayer(el).getPlaylistItem(jwplayer(el).getPlaylistIndex()); // skip if the video was paused and trying to resume if (jwplayer(el).getState() !== ‘idle’ && jwplayer(el).getState() !== ‘complete’) { return; } window.permutive.track(“VideoPlay”, { play_id: el, //this will stay constant for all of the events emitted during the same video play video: { duration: jwInfo.duration, // in seconds name: jwInfo.title, video_id: decodeURIComponent( “nryBXUB2” ), description: jwInfo.description, published_at: new Date(jwInfo.pubdate).toISOString() }, enriched_data:{ tvchannel: decodeURIComponent( “Us%20Weekly” ), //tv channel name language:”English”, //language of the content type: “video”, keywords: jwInfo.tags.split(“,”), //keywords for the page } }); console.log(“Permutive video play”); }).on(‘complete’, (e) => { var el = decodeURIComponent( “jwplayer_nryBXUB2_Bk5vyVYE_div” ); var vHash = “ami” + decodeURIComponent( “nryBXUB2” ); var jwInfo = jwplayer(el).getPlaylistItem(jwplayer(el).getPlaylistIndex()); // skip if the video was paused and trying to resume if (jwplayer(el).getState() !== ‘idle’ && jwplayer(el).getState() !== ‘complete’) { return; } window.permutive.track(“VideoComplete”, { play_id: el, //this will stay constant for all of the events emitted during the same video play video: { duration: jwInfo.duration, // in seconds name: jwInfo.title, video_id: decodeURIComponent( “nryBXUB2” ), description: jwInfo.description, published_at: new Date(jwInfo.pubdate).toISOString() }, enriched_data:{ tvchannel: decodeURIComponent( “Us%20Weekly” ), //tv channel name language: “English”, //language of the content type: “video”, keywords: jwInfo.tags.split(“,”), //keywords for the page } }); console.log(“Permutive video event:”, e); window.lock_25 = false; window.lock_50 = false; window.lock_75 = false; window.lock_100 = false; }).on(‘time’, (e) => { var el = decodeURIComponent( “jwplayer_nryBXUB2_Bk5vyVYE_div” ); var vHash = “ami” + decodeURIComponent( “nryBXUB2” ); var jwInfo = jwplayer(el).getPlaylistItem(jwplayer(el).getPlaylistIndex()); var progress = (e.currentTime/e.duration).toFixed(2); if ( (0.25 === progress && false === window.lock_25) || (0.5 === progress && false === window.lock_50) || (0.75 === progress && false === window.lock_75) || (100 === progress && false === window.lock_100) ) { window.permutive.track(“VideoProgress”, { play_id: el, //this will stay constant for all of the events emitted during the same video play progress: Number(progress), video: { duration: jwInfo.duration, // in seconds name: jwInfo.title, video_id: decodeURIComponent( “nryBXUB2” ), description: jwInfo.description, published_at: new Date(jwInfo.pubdate).toISOString() }, enriched_data:{ tvchannel: decodeURIComponent( “Us%20Weekly” ), //tv channel name language: “English”, //language of the content type: “video”, keywords: jwInfo.tags.split(“,”), //keywords for the page } }); if ( 0.25 === progress ) { window.lock_25 = true; } if ( 0.5 === progress ) { window.lock_50 = true; } if ( 0.75 === progress ) { window.lock_75 = true; } if ( 1 === progress ) { window.lock_100 = true; } console.log(“Permutive video play progress ” + progress); } }).on(‘mute’, (e) => { var el = decodeURIComponent( “jwplayer_nryBXUB2_Bk5vyVYE_div” ); var vHash = “ami” + decodeURIComponent( “nryBXUB2” ); var jwInfo = jwplayer(el).getPlaylistItem(jwplayer(el).getPlaylistIndex()); window.permutive.track(“VideoEvent”, { play_id: el, //this will stay constant for all of the events emitted during the same video play event: (e.mute) ? “sound off” : “sound on”, video: { duration: jwInfo.duration, // in seconds name: jwInfo.title, video_id: decodeURIComponent( “nryBXUB2” ), description: jwInfo.description, published_at: new Date(jwInfo.pubdate).toISOString() }, enriched_data:{ tvchannel: decodeURIComponent( “Us%20Weekly” ), //tv channel name language: “English”, //language of the content type: “video”, keywords: jwInfo.tags.split(“,”), //keywords for the page } }); console.log(“Permutive video event:”, e); }).on(‘fullscreen’, (e) => { var el = decodeURIComponent( “jwplayer_nryBXUB2_Bk5vyVYE_div” ); var vHash = “ami” + decodeURIComponent( “nryBXUB2” ); var jwInfo = jwplayer(el).getPlaylistItem(jwplayer(el).getPlaylistIndex()); window.permutive.track(“VideoEvent”, { play_id: el, //this will stay constant for all of the events emitted during the same video play event: (e.fullscreen) ? “fullscreen on” : “fullscreen off”, video: { duration: jwInfo.duration, // in seconds name: jwInfo.title, video_id: decodeURIComponent( “nryBXUB2” ), description: jwInfo.description, published_at: new Date(jwInfo.pubdate).toISOString() }, enriched_data:{ tvchannel: decodeURIComponent( “Us%20Weekly” ), //tv channel name language: “English”, //language of the content type: “video”, keywords: jwInfo.tags.split(“,”), //keywords for the page } }); console.log(“Permutive video event:”, e); }).on(‘ready’, (e) => { var el = decodeURIComponent( “jwplayer_nryBXUB2_Bk5vyVYE_div” ); var vHash = “ami” + decodeURIComponent( “nryBXUB2” ); var jwInfo = jwplayer(el).getPlaylistItem(jwplayer(el).getPlaylistIndex()); console.log(jwInfo); window.lock_25 = false; window.lock_50 = false; window.lock_75 = false; window.lock_100 = false; window.permutive.track(“VideoLoad”, { play_id: el, //this will stay constant for all of the events emitted during the same video…

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