The World’s First Inclusive Deodorant Packaging

The packaging addresses the challenges typical deodorants impose and claims to enable a more accessible application process. Its revolutionary features include a cap with magnetic closure, making it easier for users with limited grip to put it back on. The cap also has a hook, which enables one-handed usage and for the deodorant to be hung up. Enhanced grips on either side ensure easier application and a Braille label is included for users with visual impairments. Additionally, the roll-on applicator is larger, which can cover more surface area in just one swipe.

“It is a mundane and almost trivial thing, deodorant, but when you can’t use it, it becomes very important,” said Bas Korsten, global chief creative officer at Wunderman Thompson – the creative agency that helped develop the design.  

The design concept was developed closely with people from the disability community, with consultations and tests from 200 people living with disabilities, along with expertise from occupational therapists and engineers. Packaging tweaks were made throughout the process in response to feedback from testing. 

As we explore in Packaging Futures 21/22: Prioritising User-Focused Formats, shrewd brands are addressing the needs of the disability market with accessible packaging designs that cater to a wider range of needs and abilities.

For more beauty innovations targeting the visually impaired market, see The Brief, and for other wellness products curated around accessibility features, see Product's Sexual Wellness Priority.