Beauty for Blind & Low-Vision Communities
Published 13 August 2024
Globally, at least 2.2 billion people have a near or distance vision impairment, and 39 million of them are blind (WHO, 2022). Brands need to step up and address the needs of this demographic by creating adaptive products. E.l.f. Cosmetics (US) partnered with blind Paralympian swimmer Anastasia “Tas” Pagonis to make its beauty products more accessible to blind and low-vision consumers.
The collaboration resulted in the Beauty for Every Eye Bundle, which features three of Pagonis’s favourite E.l.f. products: Big Mood Waterproof Mascara, Glossy Lip Stain in Power Mauves, and Skin Suntouchable Whoa Glow SPF 30 primer in Sunbeam. On each product, there’s a scannable QR code linking to an audio recording of Pagonis describing the product and sharing application tips based on her experience. She will continue working with E.l.f. to develop more adaptive tools, products and creative solutions for the blind and low-vision communities.
“Tas demonstrates the beautiful magic that happens when people embrace who they are, defy labels and see barriers as stepping stones. She redefines ‘limitless’,” says Kory Marchisotto, chief marketing officer of E.l.f. Cosmetics. “We are on a journey to make beauty even more accessible to every eye, lip and face. Tas continues to be our inspiration, building deeper connections with our community and showing that anything is E.l.f.ing possible.”
As we highlight in The Adaptive Fashion & Beauty Opportunity: Disability Futures, designing accessible, functional products that reassure consumers is a key approach for brands as they seek to appeal to all abilities, from those with physical support needs to neurodivergent individuals.
e.l.f. Cosmetics
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