Earlier this month, Unilever announced its Positive Beauty vision and strategy, working towards a more inclusive, equitable and sustainable industry. The strategy will span across internal and external efforts, from changing packaging to large-scale protection of vulnerable landscapes.

The latest video campaign begins by making provocative statements, ‘It’s normal for girls to be weaker than boys’ and ‘It’s normal for children to die of preventable diseases’. It then challenges these assumptions by asking ‘Is it normal?’ and firmly answering, no.

The campaign then focuses on the steps Unilever is taking to challenge these assumptions of normal, beginning with it’s normal to be told what beautiful looks like. While the video aims to champion inclusion and diversity, the power is in the claim that ‘we’re removing the word from our products and advertising to help a more inclusive vision of beauty.’ Unilever is taking action in changing its own brand marketing strategy and thinking about the subtle and unconscious bias in its language.

As a global brand, Unilever has the resources to make an immediate and scalable difference. This campaign highlights its efforts ‘we will enhance the lives of one billion people’ and ‘we will protect and regenerate 1.5m hectares of land, forests and oceans by 2030.’

The fast-paced video shows clips of consumers across the world, of different ages, races and genders. As consumers increasingly favour those brands that champion social and environmental issues, the new campaign will increase Unilever’s reputation and employer brand as driver for positive change.

“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.

Unilever’s research supporting the campaign surveyed 10,000 people across nine countries.