Herbal Essences expands accessibility commitment for visually impaired
A year after introducing tactile markings on products to help differentiate shampoo and conditioner for the visually impaired, Herbal Essences announced that it is continuing its efforts to help.
The Cincinnati-based company is expanding its use of tactile markings and embracing such technology as Amazon’s Alexa and the Be My Eyes app to help make hair care for those with low to no vision easier.
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Beginning in January 2020, all of Herbal Essences’ shampoos and conditioners will have tactile differentiation to alleviate in-shower confusion and help consumers perform daily tasks, the company said.
“A universal tactile marking seems like such a small thing, and yet as a blind woman it’s the little things that make such a big difference in my life. I’m excited to broaden the positive impact this has had for the vision impaired community and deliver on our mission to help everyone experience the positive power of nature every day,” Sumaira “Sam” Latif, P&G’s accessibility leader said.
To make searching for the right product easier, the brand is introducing an Amazon Alexa skill that allows consumers to ask questions about Herbal Essences products, ingredients and personal recommendations.
In addition, it is also working with the Be My Eyes app by introducing a special feature that directly connects users with in-house experts for assistance as they shop in-store, get ready at home or need specific hair care questions answered.
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“We get a lot of questions through the app about people’s appearance – do my clothes match, does my make-up look right, do I have any fly-aways? It’s great when we can have experts from a specific, in-demand field, like hair care, to provide an elevated level of service for our community,” Will Butler, VP Community, Be My Eyes said. “We hope other brands will take note of this effort in making their products and themselves more accessible to this community in an effort to truly serve all consumers.”
For those immersed in the world of social media, Herbal Essences also is partnering with blind YouTube star Molly Burke on inspiring content aimed related to overcoming daily beauty challenges, the company said.
“I’m excited to work with Herbal Essences to co-create content that will benefit my community and drive toward greater inclusivity and accessibility for all,” Molly Burke said. “I know one of the most difficult things for me as a beauty and lifestyle creator has been finding products with cognizant packaging and designing a routine that works for me. I hope this content will serve as a helping hand for those who are figuring that out.”
Herbal Essences will roll out tactile markings on all shampoos and conditioners in January 2020.