Multinational consumer goods company Unilever (UL  ) recently announced that the company would like to do away with the term "normal" from all of its beauty products, in the hopes that it would attract more consumers. In doing so, it would appear more inclusive of all types of body and skin types.

For example, the brand name in India was pushed to change its name from "Glow and Lovely" to "Fair and Lovely" since its customers were outraged at the supposed negative stereotyping of darker skin tones.

Unilever's primary goal in removing the term "normal" from its products is to not only create a larger customer base, but also to form stronger company values, as well as to foster a relational basis with its consumers. In making efforts to get rid of the term "normal" from shampoos and skin creams, the consumers ultimately feel more valued and included.

A recent poll of 10,000 participants, commissioned by Unilever, tested the number of individuals who felt excluded by the term "normal," and it was found that around 70% felt that the word made them feel excluded, especially in terms of advertising. The movement toward change within this realm of beauty is titled "Positive Beauty," which will also bring about change to the way that the products are designed. Unilever now wants to end any sense of discrimination because of the way that its consumers are responding.

In the same 10,000-person study, it was found that about 52% of the individuals now pay more attention to societal issues before purchasing products, especially related to beauty. The Positive Beauty strategy hopes to dive into consumer experiences as well as consumer trends.

"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," said Sunny Jain, President of Unilever Beauty and Personal Care, in a statement.

Some of the other ways in which the Positive Beauty strategy will bring about positive transformation for consumers are: driving gender equity; improving health and wellbeing; helping to protect and regenerate 1.5 million hectares of land, forests, and oceans by 2030; and supporting a global ban on animal testing for cosmetics by 2023.

The Positive Beauty strategy by Unilever, although stepping into foreign territory, will hopefully bring about positive change, and keep individuals feeling more included, in a very exclusive world and culture that surrounds them. It will challenge both social norms and expectations, but in a manner that endorses the power of individual rights and provides for them ultimate feelings of inclusion.