Unilever Label Change Influenced by Consumer Research

200 products will eliminate the word “normal” from product labels, as will all product advertising, in response to a 10,000 person, multi-country consumer study.

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Unilever has announced it will eliminate the word ‘normal’ from all beauty and personal care brands’ packaging and advertising, as part of the launch of a new ‘Positive Beauty’ program, which is set to transform “how products are designed and formulated so that they do more good for both people and the planet, deliver a superior product experience, and tap into consumer trends.”

The company asked 10,000 consumers in nine countries about their experience with the beauty industry and found that seven out of ten people agree that using the word ‘normal’ on product packaging and advertising has a negative impact. For the group aged 18-35, numbers rose to eight out of ten. The study also found that 74% of respondents agreed, “People want to see the beauty and personal care industry focusing more on making people feel better, than just looking better”


Read: Quaker Oats Announces ‘Pearl Milling Company’ to Replace Aunt Jemima Brand Name


According to Unilever’s research, consumers increasingly expect brands to take a stand on the issues they care most about. Unilever’s brands perceived as more purposeful grew more than twice as fast as the rest of the portfolio in 2020. The company’s research further supports this trend, with the majority of people (69%) saying they will recommend a beauty brand to their friends and family if it caters to a wide range of skin and hair types, while half of respondents would pay more for these products.

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