Innovation > Innovation

DEGREE INCLUSIVE

WUNDERMAN THOMPSON ARGENTINA, Buenos Aires / UNILEVER / 2021

Awards:

Grand Prix Cannes Lions
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Overview

Credits

OVERVIEW

Why is this work relevant for Innovation?

Degree Inclusive is a product innovation that will change the day to day lives of many.

People with disabilities cannot easily use the essential personal hygiene and care products that many of us take for granted; twisting a cap, pressing a pump or applying deodorant are a real challenge. Through our inclusive design process we’ve transformed the way the Degree Inclusive deodorant is used – allowing more people to take care of their personal hygiene needs, without the help of others.

Background

Degree, the world’s #1 deodorant, has an inclusive purpose – “To inspire confidence in everyone to move more”. The brand recognizes that movement matters for both physical and mental health.

We believe that the 22 million Americans with permanent disabilities affecting their arms or vision should be able to take care of?their?hygiene needs independently and feel comfortable to move. And let’s not forget that many of us will experience temporary disability in our lifetime – without our glasses, with a broken arm, or just as we get a bit older.

Data collection and research is challenging in the US in terms of collection of personal data or asking any questions about disability, which is why it was so important to collaborate with the disabled community to get the insight we needed to develop both the product and the authentic stories for PR and social communications.

Describe the idea

We believe that inclusive design leads to better design for everyone.

We wanted to revolutionize deodorant design to include everyone, however they are able to move. By co-creating the product with the disabled community themselves, we have designed a deodorant that’s easier to handle, easier to identify, easier to open and close, easier to apply. In fact, it can be opened and used with your mouth and feet if, you are unable to use your arms or hands.

Our team was international, diverse and multi-disciplinary, including a disabled inclusive designer, engineer, occupational therapist, psychologist and members of the disabled community.

What were the key dates in the development process?

Panel recruitment and collaboration with disability community – 15 December 2020

Co-creation panel finalized – 30 December 2020

Co-creation session #1 - 7 January 2021, 8 January 2021

Design iterations - 15 January 2021

Co-creation session #2 - 3 March 2021

Design iterations - 4 March 2021, 5 March 2021

3D model design finalized - 10 March 2021

Label design finalized - 12 March 2021

First batch of prototypes samples created for R&D validation - 13 April 2021

Describe the innovation / technology

A specially designed bottle that allows people with disabilities to apply deodorant easily themselves. The design addresses most mobility and functional diversity needs through a new size, form and features integrating magnetic components, ergonomic openings and a hook. It is also designed to be easier for people with vision impairment, with its recognizable shape and braille tagging and auditory cues through magnets.

Innovative design elements include:

-MAGNETIC CAP for easier opening and closing for users with limited muscle strength and allowing for auditory confirmation for visually impaired users.

-LARGER ROLLERBALL to cover more surface area in one swipe as additional movement is difficult for people with disabilities. Also eliminates risk of hair being tangled on the rollerball.

-HOOK design for easier handling (the hook can be hung for opening with one hand).

-EMBOSSED LOGO for the visually impaired.

-Bottom GRIP that requires limited to no finger movement.

-REFILLABLE design to reduce plastic consumption.

To ensure the prototype is effective and fully accessible, Degree has created a beta program to engage the disability community to trial the design and give their feedback on its concept, product features, and messaging, helping to improve the design for the full global consumer launch.

Describe the expectations / outcome

As GLAMOUR put it "Degree just made history by announcing the world's first adaptive deodorant".

The launch reached 2 billion earned impressions in the first 12 days, and hit major news media across US and Europe like Good Morning America, Wall Street Journal, ABC News, Fast Company, ELLE, Allure, Glamour, Daily Mail and The Independent.

The disabled community responded in droves - testament to just how ground breaking this launch is. An example of one of the powerful messages of hope and celebration

“OMG! Every single day that I put on deodorant I think about how hard it is to get off the cap and how they could make it so much easier!”

Most importantly, thanks to Degree Inclusive, the work to make more personal care products accessible and inclusive, has now begun in both Haircare and Skincare categories. ?

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