Unilever’s Positive Beauty Vision

Unilever Latin America will remove the word “normal” from its advertising as part of the launch of its new “Positive Beauty” vision.

Unilever announced that it will remove the word “normal” from the packaging and advertising of all its beauty and personal care brands, as part of the launch of its new “Positive Beauty” vision and strategy.

Additionally, brands such as Dove, Rexona, Axe, and Pond's will not digitally retouch the models who appear in advertising. They will also increase the presence of underrepresented groups to promote a

new era of beauty that is equitable, inclusive and sustainable.

For decades, the beauty industry convinced customers through marketing that they could achieve perfection. However, the embodiment of this perfection has changed over time and these days a number of companies catering largely to new generations claim to embrace the idea of difference. This comes as a result of customers’ relationships with beauty products changing due to body-positivity movements. In this sense, brands are learning consumers' desire to find their own authentic beauty, becoming increasingly reflected in their seeking value-driven products they can relate to in terms of individual personalities and lifestyles. With marketing that emphasizes diversity and a whole range of body shapes and sizes, beauty brands are showing their consumers how beauty has changed to embrace every customer’s expectations.

The pandemic and its lockdowns have put the spotlight on new priorities for consumers. Faced with the need to be at home, without social interaction and prioritizing health, they have re-evaluated the priority that external beauty has for them.

Many consumers will look for personal care and beauty products that respect their health, identity, and age without shame. Moreover, with the brands that move toward these new standards, we will see the emergence of products to naturally beautify completely gray hair or illuminate and highlight skin without covering blemishes, acne and natural freckles.