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The London-based company is one of the top advertisers in the world but the changes come as it tries to move beyond the backlash it's faced for some of its campaigns.
READ MORE | Black = dirty, white = clean?! Dove lands in hot water over another offensive ad
Last year was pushed to rename its top-selling skin lightening brand in India as "Glow and Lovely" instead of "Fair and Lovely".
In 2017, the company faced a social media outcry over an advert for Dove body wash. The ad showed a black woman removing her top to reveal a white woman.
Screenshot of Dove campaign. Photo: Twitter/NayTheMua
More recently an ad forced Unilever to pull its TRESemmé haircare products from South African retail stores for 10 days due to a backlash.
READ MORE | What you need to know about rebranded skin-whitening creams
The company's president recently told Reuters, "We know that removing ‘normal’ alone will not fix the problem, but we believe it is an important step towards a more inclusive definition of beauty."
Globally, more than 100 brands will have the word normal removed, it will be replaced with terms such as "grey hair" for shampoos or "moisture replenish" for skin creams by March next year.
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