[04. Accessible
It is packaging capable of presenting itself in an "easy" way to those who use it. Packaging is accessible when it can offer itself for use in a simple and intuitive way, and thus takes into account the right of every consumer to be able to approach, understand and use a product.
Beauty without Barriers: Cosmetic Packaging is becoming more and more inclusive

Despite the progress made in recent years, in our society disability is unfortunately still seen as an imperfection, as a flaw to be masked. People with disabilities still have to struggle daily against countless barriers, not only physical and economic, but above all social, which exclude them from full active participation in public life. It is no coincidence, in fact, that a still high number of disabled people decide to stay at home to hide their condition. Yet, even within the home environment, people with disabilities can encounter numerous difficulties. Among these, the packaging of most products can also represent a real obstacle to daily activities.
Four types of disability can be identified: individual confinement (confined to bed, in a non-wheelchair or at home), disability in function (difficulty in dressing, washing, bathing, feeding), disability in movement (difficulty in walking, climbing stairs, stooping, lying down, sitting) and sensory disability (difficulty hearing, seeing or speaking).
Designing accessible packaging therefore means taking these different situations into consideration and taking into account people’s different needs and abilities, in an inclusive perspective. This approach aims to create containers that are, for example, easy to open, handle and use, regardless of the physical or cognitive abilities of potential users, and in a way that allows them to interact and use the products independently.
Understanding human diversity and variability can allow us to identify opportunities to create new and better experiences, not just for a few individuals, but for the benefit of many. Among the projects developed to promote inclusion in design, the Microsoft Inclusive Design Toolkit illustrates some fundamental principles for conceiving and developing physical and digital artefacts that are fully accessible. These principles are based in particular on the recognition of our prejudices and “exclusions”, i.e. the elements that can prevent people with disabilities from using everyday objects. This is not limited to simple physical access, but also includes clear product information to ensure that everyone, including those with cognitive or literacy difficulties, can make well-informed product decisions.
Guidelines for inclusive design, with a specific focus on packaging, are contained in the standard ISO 1780:2015, which specifies the requirements for the development of accessible packaging, with particular attention to ease of opening, encouraging companies to consider aspects such as the force required to open the packaging, the need for tools, the position and intuitiveness of the opening mechanism. Furthermore, it recommends the use of both instrumental and observation-based evaluation methods and techniques. This standard aims to ensure the accessibility of products to a wide range of people, including those with limited muscular strength or manual dexterity.


Boticário’s inclusive accessories are designed to facilitate opening and applying make-up. They highlight the importance of accessibility in the cosmetics sector and affirm the right of all people to enjoy beauty products without barriers of any kind.
On the subject of inclusion and diversity, the world of personal care is also moving towards increasingly accessible products. In the cosmetics industry, more and more companies are offering unisex products without particular fragrances, suitable for both men and women, and including more and more color references so as not to exclude anyone from the world of make-up.
There are numerous lines on the market that take into account human variability in terms of gender, skin color and somatic features. However, the problem of accessibility remains for those with different cognitive and physical abilities: the products are often still difficult to open or apply for those with motor difficulties.
In Brasil, the initiative “Acessórios Inclusivos” of the Boticário Group aims to improve the beauty routine of people with disabilities or motor limitations in the upper limbs. Developed in collaboration with Mercur, Boticário’s inclusive accessories are designed to facilitate the opening and application of beauty products.
Designed and tested with the contribution of designers, therapists and occupational therapists, and people with disabilities community members Beleza Livre, these accessories are distributed free of charge in selected stores. The initiative reflects the Boticário Group’s commitment to diversity, equity and inclusion, underlining the importance of accessibility in the cosmetics sector and affirming the right of all people to enjoy beauty products without barriers of any kind.
There are two accessories currently available, both in natural rubber: 1) An adhesive base which, positioned under the package, causes friction to facilitate opening and can be used to hold and open products such as perfumes, body creams, for hair, etc; 2) An adapter designed to improve the grip of small products such as mascara, lipsticks, pencils and brushes, making them easier to grasp, squeeze and squeeze for application.


The example of the Boticário project demonstrates how companies in the cosmetics sector are increasingly sensitive to the issue of inclusion and accessibility of products for people with visual and motor disabilities, and how success stories have been increasing in recent years of packaging with a “for all” approach.
In 2021, two projects of particular interest in this sense were launched in the United States: “Easy Open Lid” di OLAY North America and “Degree Inclusive” di Unilever.
OLAY’s easy-open lid was designed to meet the needs of people with a wide range of pathologies, difficulties related to manual dexterity, chronic problems that cause joint pain and vision problems. Easy Open Lid has been designed with “wings” and a rise to facilitate grip, as well as featuring a high-contrast label with braille text. This accessory, distributed in a limited edition, was offered at no additional cost to all people who requested it, with the purchase of one of the four creams from the OLAY Regenerist line.
Unilever’s Degree Inclusive project – which we had already talked about in detail in this article – offers a deodorant whose packaging incorporates elements into its structure that make it universal. The container, in fact, has a particular “hook” shape and a “snap” magnetic closure that allow it to be used with just one hand, making it easier to remove and replace the cap for users with limited grip or vision; furthermore, the larger roll-on applicator allows you to apply the product to a larger surface with each stroke and the label includes braille instructions. Developed by a multidisciplinary working group, in collaboration with organizations dedicated to disability, the project is still underway and it is possible to observe its evolution on the dedicated web page.


The theme of “inclusive beauty” has become crucial today, both due to the constant growth in the number of people with different types of disabilities, and due to the awareness, especially in the younger generations, of the need to consider human variability, in its broad spectrum, both in the products and services offered by companies. There is certainly no single way of approaching the topic of inclusion: each individual’s experiences and circumstances are different, as is their relationship with beauty.
The adoption of an empathetic approach, however, which puts people and their real needs at the centre, can allow us to understand their needs and empathize with their situations, with the aim of offering accessible packaging solutions that are easier to open and to use, as well as increasingly clear and transparent in the information conveyed. It is therefore about looking at the world through the “lens” of people and creating solutions that have a positive impact on their lives.