Unilever will stop using the word 'normal' in ads and packaging Company also won't alter personâs body shape or skin color Unilever and last updated 2021-03-10 13:46:01-05 LONDON â Unilever says it will eliminate the word ânormalâ from all of the packaging and advertising for its beauty and personal care brands. Additionally, the large consumer good company says it wonât digitally alter a personâs body shape, size, proportion or skin color in its advertising, and it will increase the number of ads portraying people from diverse groups who are under-represented. The London-based company announced the changes Tuesday, saying theyâre part of its new âPositive Beautyâ vision and strategy, which will âchampion a new era of beauty which is equitable and inclusive,â as well as sustainable.