Unilever, maker of Dove, Lifebuoy, Creamsilk and Vaseline, is dropping the word "normal" from its beauty dictionary as part of a new campaign called Positive Beauty, which was launched last week.

This means that the word "normal" will be removed from all of Unilever's beauty and personal care brands’ packaging and advertising.

The multinational's Positive Beauty campaign centers around three commitments. 

Unilever has pledged to take action to improve health and wellbeing and advance equity and inclusion.

It will also devote its efforts to helping to protect and regenerate 1.5 million hectares of land, forests and oceans by 2030.

Another pledge by the company is to support a global ban on animal testing for cosmetics by 2023.

"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 beauty & personal care at Unilever.

In addition to removing the word "normal," Unilever will not digitally alter a person’s body shape, size, proportion or skin color in its brand advertising and will increase the number of advertisements portraying people from diverse groups who are under-represented.