The P&G-owned brand is offering its inclusive lids for its most popular products including Regenerist Micro-Sculpting Cream, Vitamin C + Peptide 24 Face Moisturizer, Retinol 24 Face Moisturizer and Collagen Peptide 24 Face Moisturizer
P&G-owned skin care brand Olay is paving the way towards a more inclusive future with the launch of its Easy Open Lid, designed to make beauty more accessible for the 15% of consumers who live with disabilities today.
Developed in collaboration with consumers with a wide variety of disabilities, from dexterity issues and limb differences to chronic issues causing joint pain and visual impairments, the new lid features a winged cap designed to be easy to open, an extra-grip raised lid, high contrast product label and Braille text that reads 'face cream', in order to make the product easy to identify for visually impaired users.
Available at no extra cost, the more inclusive design will be incorporated into Olay's most popular products including its Regenerist Micro-Sculpting Cream, Vitamin C + Peptide 24 Face Moisturizer, Retinol 24 Face Moisturizer and Collagen Peptide 24 Face Moisturizer.
Speaking about the new lid, Chris Heiert, Senior Vice President of Olay, said: “We were honoured to work closely with a passionate group of people to bring this Easy Open Lid to life.
“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.”
As part of its ongoing mission to create a more inclusive beauty industry, Olay has also opted not to patent its new lid, sharing the design with the wider beauty community to help its rival companies develop more accessible packaging.
This follows a series of recent initatives by Olay's parent company P&G to make its brands more disability-friendly; this summer, P&G secured the global marketing rights to the postponed 2020 Paralympic Games in Tokyo, Japan.
The consumer goods giant has also ramped up inclusivity through its hair care brands: last month, Pantene partnered with blind BBC reporter and disability activist Lucy Edwards to speak about how beauty can better serve the disabled community, while Herbal Essences launched its Amazon Alexa tool, allowing users to access information about hair care products and ingredients through the device.
Journalist and model Madison Lawson, who is living with muscular dystrophy and worked with Olay to develop its new lid, added: “Accessibility makes things better for everyone.
“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.”