'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,' says Sunny Jain, President of Unilever Beauty & Personal Care.

'We know that removing 'normal' from our products and packaging will not fix the problem alone, but it is an important step forward. It's just one of a number of actions we are taking as part of our Positive Beauty vision, which aims not only to do less harm, but more good for both people and the planet.

'With more consumers than ever rewarding brands which take action on the social and environmental issues they care about, we believe that Positive Beauty will make us a stronger, and more successful business,' Sunny adds.

In addition to removing 'normal' from ads and packs, our beauty and personal care brands are also committing to end all digital alterations that change a person's body shape, size, proportions or skin colour, and to increase the number of ads portraying people from diverse, under-represented groups.