Herbal Essences Announces Inclusive Packaging For The Visually Impaired
They're the first mass hair care brand in North American to launch packaging for those with low to no vision.
Although the beauty industry has been making moves toward greater inclusivity, there are still many needs that have yet to be catered to. Herbal Essences takes a step in the right direction today, announcing a new inclusive bottle design for people with low to no vision.
Beginning January 2019, all Herbal Essences Bio:Renew shampoo and conditioner bottles will have raised markings to make the bottles distinguishable without relying on vision. The shampoo bottles will have four tactile vertical lines on the bottom of the back label, while the conditioner will have two rows of dots on the bottom of the back label.
The project was spearheaded by Sumaira Latif, P&G special consultant for inclusive design, who lost her sight at age 16 and understands the daily challenges of being visually impaired.
Image by: Herbal Essences
“Imagine the daily challenges, like choosing matching clothes in the morning or simply taking a shower after a long day,” says Latif in a statement. “As a blind person, you must do these things using touch rather than sight. You don’t really know which bottle the shampoo, conditioner, or soap is … you have to get creative. I used to put an elastic band around shampoo or sellotape on conditioner to remind me. It was important that we invent a feature, universally recognizable tactile feature, which would work for people who haven’t had the opportunity to learn braille.”
“Every time I pick up this new bottle in the shower I smile,” she adds. “Knowing for the first time in my life I can be so sure that its shampoo, that feels great, and I hope others experience this same feeling.”