Inclusive packaging design in beauty and personal care has been underway for several years. In 2019, Herbal Essences leveraged sensory-enhanced packaging for those with visual impairments. That same year, Grace Beauty introduced concept products that included special grips for those with disabilities. Now, Olay North America has introduced the limited-edition Easy Open Lid prototype for people with disabilities.
The Easy Open Lid features a winged cap, a raised lid for extra grip and a high-contrast product label featuring Braille text reading “face cream."
Related: Designing Inclusively: a How-To
The lid will be incorporated into the product design of the Regenerist Micro-Sculpting Cream, Vitamin C + Peptide 24 Face Moisturizer, Retinol 24 Face Moisturizer, and Collagen Peptide 24 Face Moisturizer.
The lids are available free with the purchase of one of the four Olay Regenerist moisturizers mentioned above at olay.com/opentochange.
The design is being made available to the beauty industry for adaptation to other brands.
By 2025, Olay parent P&G has pledged to make its packaging more accessible for people with disabilities.
Olay designed the lid in consultation with consumers facing dexterity issues or limb differences, as well as those experiencing joint pain and vision impairment (as shown in the video above).
“Accessibility makes things better for everyone,” says journalist and model Madison Lawson who is living with muscular dystrophy and worked with Olay on the lid project. “Everyone’s been there where you get product on your hands or you’re trying to open something and you can’t, so I think it’s cool that this is designed with us specifically in mind but it also makes everyone’s life better.”
“We were honored to work closely with a passionate group of people to bring this Easy Open Lid to life,” said Chris Heiert, senior vice president of Olay. “As a global brand, it’s our responsibility to ensure that all consumers have access to products that serve their needs and fit seamlessly into their daily lives. But we can’t do it alone, which is why we’ve chosen not to patent this lid, and rather share the design widely with the beauty community. Our hope is that others will join us in our efforts in making products more accessible for everyone.”
