The maker of Dove soap will remove the word normal from its beauty and personal care products and will stop digital alteration of body shapes and the skin color of models used in its advertising.

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.

Last year, Unilever was pushed to rename its top selling skin lightening brand in India as glow and lovely instead of fair and lovely.

And in 2017, the company faced a social media outcry over an advert for Dove Body Wash.

It showed a black woman removing her top to reveal a white woman.

More recently, an ad forced Unilever to pull it.

Tressa may hair care products from South African retail stores for 10 days due to a backlash, the company's president on Tuesday told Reuters.

We know that removing normal alone will not fix the problem, but we believe it's an important step towards more inclusive definition of beauty.

Globally, more than 100 Unilever brands will have the word normal removed.

It will be replaced with terms such as gray hair for shampoos or moisture replenish the skin creams by March next year.