Unilever launches a new era of Positive Beauty

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Metro Manila (CNN Philippines) - Unilever has committed to stop skin retouching and digital alteration of bodies in its ads as part of its progressive "Positive Beauty" vision and strategy.

Among the commitments, Unilever will not digitally alter a person's body shape, size, proportion, or skin color in its brand advertising - a move already started by Dove in previous years. The beauty and personal care company also vowed to increase the number of advertisements portraying people from diverse groups who are under-represented, as part of its long-time support to the #UnStereotype global movement.

Unilever will also eliminate the word 'normal' from all of its beauty and personal care brands' packaging and advertising. This year, Pond's is shifting its products and campaigns to veer away from whitening, empowering Filipinas to love and care for their skin.

Unilever's "Positive Beauty" will be implemented across its beauty and personal care brands, including its portfolio in the Philippines. "Dove, Cream Silk, Lifebuoy, Closeup, Love Beauty & Planet, and the rest of its brands will champion a new era of beauty which is equitable and inclusive, as well as sustainable for the planet," Unilever said in a statement.

The strategy is based on a 10,000-person study commissioned by Unilever, conducted across nine countries. The research found that:

- More than half of people (56%) think that the beauty and personal care industry can make people feel excluded.

- People want to see the beauty and personal care industry focusing more on making people feel better than just looking better (74%).

- More than half of people (52%) say they now pay more attention to a company's stance on societal issues before buying products.

- Seven in ten people agree that using the word 'normal' on product packaging and advertising has a negative impact. For younger people aged 18-35, this rises to eight in ten.

"In the Philippines, Unilever continues to leverage on its scale to drive positive impact in its communities. In its effort to transform its portfolio of well-loved products into brands with purpose, Unilever Philippines says 'Yes to Positive Beauty', a movement not just for us, but for all Filipinos to champion a new era of beauty and personal care that's inclusive, equitable and sustainable," said Dorothy Dee-Ching, Unilever Philippines' Vice President for Beauty and Personal Care.

"As the number 1 beauty and personal care company in the country, we acknowledge the part we play in being a force for good, and Yes to Positive Beauty encompasses our commitment to do this through our brands," she added.

Just this April, Unilever also launched its very own online portal www.BeautyHub.ph, a content hub celebrating a progressive, inclusive and tolerant world, representing all types of shapes, sizes, orientations, ages, religions, and more. Your everyday beauty expert, www.BeautyHub.PH celebrates unique experiences through features and content that's helpful, authentic, and positive.

Underpinned by multiple commitments and time-bound targets, "Positive Beauty" follows the launch of "Clean Future", the sustainable business strategy of Unilever's Home Care Division in September 2020, and Future Foods, the sustainable business strategy of Unilever's Foods & Refreshment Division in November 2020 and marks Unilever's pathway to realize its vision of being the leader in sustainable business globally.

As Unilever continues to build its portfolio of purpose-driven brands, its commitments will tackle the key challenges of our time, such as packaging and waste, gender equality, human rights, and fair value, climate change, and social inclusion.