Unilever will stop using the word ‘normal’ on the packaging of its beauty and personal care products and in advertising, as part of the launch of what it calls a ‘new positive beauty vision and strategy’, the company announced on Tuesday.

The Anglo-Dutch soups-to-soaps giant, which was criticised for its 2017 Dove commercial showing a black woman changing into a white one, wants to ‘challenge narrow beauty ideas’ and be more inclusive.

A survey held by the company showed that seven in 10 people think the use of the word ‘normal’ on packaging has a negative impact. For people aged between 18 and 35 this rises to eight in 10.

‘We know that removing ‘normal’ from our products and packaging will not fix the problem alone, but it is an important step forward,’ president of the personal care division Sunny Jain said.

Unilever will be changing the wording on the packaging of over a hundred products, replacing ‘normal’ to more specific terms such as ‘grey hair’ for shampoo or ‘hydrating’ for creams.

The company also promised it would stop the digital manipulation of photos when it comes to skin colour and body shape.