Unilever’s Rexona brand has developed a unique deodorant pack that has been specifically designed for consumers with disabilities.

People with disabilities are one of the largest minority groups in the world. In Europe alone, it is estimated that one in ten people have a disability, yet beauty and personal care products are often criticised for overlooking their challenges and needs. This is the issue that Unilever is seeking to address with the introduction of its new solution.

Limited sight or arm mobility can make twisting a deodorant cap, turning a stick, or pressing a spray a challenge, and sometimes fear of sweating without antiperspirant protection can prevent people with disabilities from moving as much as they would like to.

The solution, called ‘Rexona Inclusive’, is a hooked container that has been designed for one-handed usage. Enhanced grip placement and magnetic ‘click’ closures reportedly make it easier for users with limited grip or sight to remove and replace the cap.

A larger roll-on applicator means the product reaches a greater surface area per swipe. The label also includes instructions in braille.

In partnership with the Muscular Dystrophy Association, non-profit organisations Open Style Lab and The Lighthouse Chicago, and a panel of engineers, designers and occupational therapists, Rexona invited 200 consumers with a range of physical disabilities to trial its prototype roll-on. Their feedback will be applied to help improve the product for its future commercial launch.

“As a brand that’s committed to inspiring confidence in everyone to move more, Rexona believes no one should be held back from breaking a sweat and enjoying the transformative benefits of movement,” says Kathryn Swallow, global Rexona 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 Rexona Inclusive, we hope to inspire bold action across the industry to ensure that people with disabilities have an equal playing field.”