The consumer goods conglomerate, whose portfolio includes Dove, Axe, TRESemme and Vaseline, announced the news Tuesday, unveiling plans for a new "Positive Beauty" vision for its brand advertising.

The consumer goods conglomerate, whose portfolio includes Dove, Axe, TRESemme and Vaseline, announced the news Tuesday. (Roberto Machado Noa/LightRocket via Getty Images)

The move from the London-based company, which is one of the top advertisers in the world, comes as it tries to move beyond the backlash it has faced for some of its advertising campaigns.