Drink accessibility enhancement endeavors by Strongbow and NaviLens through QR code integration
In a significant stride towards inclusivity, Strongbow, a renowned cider brand, and Tilt Beauty, a cosmetics company, have collaborated with marketing agency Purple Goat to make their products more accessible to various consumer groups.
According to research published by the House of Commons, 90% of disabled consumers currently face accessibility issues when shopping. This alarming statistic has prompted companies to rethink their packaging strategies.
Strongbow, part of Heineken, is incorporating a NaviLens QR code into its packaging. This innovative feature, designed to aid blind and partially sighted shoppers, links to the NaviLens app. The app shares key details such as ingredients, ABV, brand content, and store navigation, making shopping a smoother experience for visually impaired consumers.
Rachel Holms, cider brand director at Strongbow, stated that the input from blind and visually impaired creators helped them see gaps they hadn't considered and shaped a more meaningful design.
Meanwhile, Tilt Beauty, founded by Aerin Glazer, has launched refillable mascara and lip treatment products, all housed in patented ergonomic packaging. The design is an accessible solution for consumers with mobility issues, visual impairments, skin conditions, and other disabilities.
The research leading to these changes was conducted by Purple Goat, part of WPP Media. They delved into how Strongbow's packaging is experienced by blind and visually impaired consumers, providing valuable insights that led to the new feature's incorporation.
Similarly, Tilt Beauty's products are intended to address accessibility issues for various consumer groups. The ergonomic packaging is designed to be an accessible solution for consumers with mobility issues, visual impairments, skin conditions, and other disabilities.
Feedback for the research was provided by creators and community advocates including Lucy Edwards, Yahya Pandor, Claire Sisk, and Sylvia Chengo. According to the RNIB (Royal National Institute of Blind People), 9 in 10 people with sight loss find information on packaging difficult or impossible to read.
This collaboration is a testament to the strides being made in the industry to create a more inclusive shopping experience for all consumers.
