Unilever’s Degree And Wunderman Thompson Develop The World’s First Deodorant Designed For People With Disabilities, By People With Disabilities
Unilever’s Degree Deodorant – also called Sure, Shield and Rexona – are the makers of the world’s #1 antiperspirant. The brand has now announced the launch of the world’s first inclusive deodorant for people with visual impairment and upper limb motor disabilities: Degree Inclusive.
One in four Americans and one in five Brits have a disability, but despite being the largest minority community across the globe, products and experiences are still not designed with this community in mind.
Across the beauty and personal care industry, there is currently no deodorant product suitable for people with upper limb disabilities to use; twisting a deodorant cap, turning a stick, or pushing down on an aerosol can with limited arm mobility is a real challenge – and sometimes the fear of sweating keeps people with disabilities from moving as much as they would like to.
Degree believes in the power of movement to transform lives, and that everyone should be able to experience the incredible physical, mental and social benefits movement provides.
Deodorant helps give people the confidence to move. Therefore, in an effort to provide equitable access to the products and experiences needed to move, Degree partnered with Wunderman Thompson and their Inclusive Experience Practice, alongside occupational therapists, engineers, and consultants with disabilities. D
riven by a mission to make the deodorant application process accessible to everyone, Degree Inclusive has been designed with the following revolutionary features as noted in the brand’s product development video:
● A hooked design for one-handed usage
● Magnetic closures that make it easier to take the cap off and put it back on for users with limited grip and/or vision impairment
● Enhanced grip placement for easier application for users with limited grip or no arms
● A braille label with instructions for users with vision impairment
● A larger roll-on applicator to reach more surface area per swipe
“As a brand that’s committed to inspiring confidence in everyone to move more, Degree believes no one should be held back from breaking a sweat and enjoying the transformative benefits of movement,” said Kathryn Swallow, Global Degree Brand Vice President.
“More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. With Degree Inclusive we hope to inspire bold action across the industry to ensure that people with disabilities have an equal playing field.”
Working in collaboration with award-winning international design studio, SOUR, the Degree Inclusive prototype was co-developed with a cross discipline team at Wunderman Thompson, led by Christina Mallon, Wunderman Thompson’s Global Head of Inclusive Design.
“As a disabled person, I’ve experienced first-hand the challenges of living in a world of conventional design, where most products and services are not designed with the disabled community in mind,” said Christina Mallon.
“Being unable to access a basic utility like deodorant – something most people take for granted – has a huge impact on your ability to move, and therefore your quality of life in general. That’s why we’re incredibly proud to have partnered with Unilever to create this innovative and life-changing product: the very first deodorant designed by people with disabilities – for people with disabilities. We hope this will inspire more brands to take an inclusive and accessible approach to design.”
As the first agency to build an Inclusive Experience Practice (IXP), Wunderman Thompson partners with some of the world’s largest brands. The IXP team helps businesses create accessible products, services and communications using inclusive design methodology.
More than just the right thing to do, inclusive design has been shown to be the best way to drive innovation, with companies 1.7 times more likely to be innovative if they are inclusive. Not only is the disabled community’s disposable income estimated at $8 trillion USD in the US alone, but 70 per cent of all consumers prefer to buy inclusive brands – meaning it offers both a competitive advantage and increased growth potential for brands.
The team at Wunderman Thompson Buenos Aires – who came up with the original idea of making an inclusive deodorant – also created a powerfully inspiring campaign which demonstrates how an everyday utility product like deodorant can revolutionise movement for two disabled people.
“We are in this industry because we want to make a difference,” said Bas Korsten, Global Chief Creative Officer, Wunderman Thompson.
“For our clients, for the people they serve. And I don’t think I’ve ever worked on a project that will make more of a difference to more people than this one. It has been such an unforgettable journey with the amazing Degree team, our talented Buenos Aires office and my incredible colleague Christina Mallon. I hope this is the start of inclusive design thinking at scale. Because inclusive design leads to better design for everyone.”
To ensure the original prototype is effective and accessible to more than just our initial team of co-creators with disabilities, Degree launched a beta program to engage and get input from additional people living with disabilities. In partnership with The Lighthouse Chicago, Open Style Lab, and Muscular Dystrophy Association [TBC], Degree invited 200 people with disabilities in the U.S. to trial the prototype design and give their feedback on its concept, product features, and messaging, to help improve the innovation for its future commercial launch.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.