Grace Beauty Launches Disability-Friendly Tools
As make-up companies continue to work towards an inclusive future, smart brands are recognising a key demographic: mixed-ability users. With a spending power of $2.1tn globally (Business of Fashion, 2017), this cohort is commanding attention from the beauty industry.
Reinventing traditional make-up applicators, British start-up Grace Beauty creates products for consumers who have difficulty applying cosmetics. The brand is launching a range of add-ons that can be attached to any mascara wand.
The three extensions are made for consumers with a range of disabilities – all of which perform different functions. The Ring Grip features a circular ring-shaped handle, allowing the user to adjust their grip without holding the wand. The Square Grip’s ribbed hexagonal sleeves fit onto the tube and lid, making it easy to open and hold. The last extension, The Safe Grip is a wide attachment that creates an angled grip for better control.
Grace Beauty follows in the footsteps of British non-profit Kohl Kreatives, who designed the first make-up brushes for individuals with motor disabilities. Both start-ups are recognising that this demographic’s needs are not being met by mainstream beauty brands.
The brand also taps into the ‘consumer as creator’ strategy with the launch of its digital community. By engaging in a dialogue with consumers, Grace Beauty can receive feedback on its designs – ensuring the products are meeting users’ needs and in turn boosting sales. For more on this concept, see New Consumer/Creator Strategies: Lush and Sand & Sky and Crowdsource Your Beauty.
To read more about design strategies for mixed-ability users, see Access For All and Kohl Kreatives’ Make-Up Brushes for Motor Disabilities. Also lookout for our Spotlight Trend, Packaging Futures 19/20: The Human-Centric Approach, publishing on April 30.