Herbal Essences launches tactile packaging for the visually impaired

Herbal Essences is taking a huge step forward for diversity, with the launch of a new haircare packaging concept designed for the vision impaired.

The Procter & Gamble-owned haircare brand has unveiled a tactile bottle design that will make it easier for vision-impaired consumers to distinguish its shampoo and conditioner products via touch. The packaging features indentations that will help customers avoid confusion in the shower: the new shampoo bottles feature four tactile vertical lines on the bottom of the back label, while the conditioner bottle now includes two rows of dots.

The concept was spearheaded by the company's Special Consultant for Inclusive Design, Sumaira "Sam" Latif, who is blind herself.

"Imagine the daily challenges, like choosing matching clothes in the morning or simply taking a shower after a long day," Latif explained. "As a blind person, you must do these things using touch rather than sight. You don't really know which bottle the shampoo, conditioner, or soap is...you have to get creative. I used to put an elastic band around shampoo or sellotape on conditioner to remind me." She added: "It was important that we invent a feature, universally recognizable tactile feature, which would work for people who haven't had the opportunity to learn braille."

"This new tactile feature enhances our independence and shows that the brand wants to truly serve all consumers," added Mark Riccobono, President of the National Federation of the Blind. "We hope other manufacturers will take note of this effort and work with blind people to find solutions that allow us to identify their products quickly and independently."

The new packaging will be rolled out in January, across the brand's bio:renew shampoo and conditioner line. The news was announced on Thursday, in honor of World Sight Day.