OBoticrio Group remains at the forefront of the beauty market, combining technology and innovation in its business model to boost diversity and inclusion. In this sense, the company has just launched its latest creation: makeup brushes designed for visually impaired, blind or low vision people. The new line of brushes sold by the brand Who Said, Berenice? in its physical stores and e-commerce.
The brushes were designed with high-relief identification on the base, depending on their functionality. Through these tactile markings, people with disabilities will have more autonomy in handling and using the brushes. The accessories also have stable handles with a square base, which prevents rolling on a flat surface without compromising the grip, with a cylindrical shape close to the bristles. All this with an innovative design, with soft bristles, with high performance for makeup and colors, which also contributes to identification by people with low vision.
Rony Santos, senior manager of Diversity, Equity and Inclusion at Grupo Boticrio, highlights that for years the company has been on a journey towards building a more equitable and inclusive society, and that the representation of diversity is one of the ways to enable this transformation in the world of beauty.
“Our business model has as its fundamental pillar consumer-centricity and meeting desires and needs. We recognize the importance of creating initiatives so that people from minority groups have increasingly accessible products, and to this end, we concentrate our efforts on making our portfolio increasingly diverse, accessible and inclusive. This movement has strengthened our path of valuing and respecting diversity. But, more than that, it has shown the path we want to take to promote the inclusive future of beauty. The launch of the new line of brushes, therefore, is another important stage in this journey”, comments the manager.
The brushes were designed by DSGN In House, a strategic design area of Grupo Boticário that enables the creation of innovative solutions in the medium and long term, especially in relation to priority themes on the company’s ESG agenda.
It is important to highlight that the development of the brushes would not be possible without the relevant work of people from the Beleza Livre Community of Grupo Boticrio, the first online community in the beauty sector for co-development of products with people from minority groups, who contributed by guiding the design team. design of the DSGN in House, ensuring the necessary ideas so that the project was truly ergonomic and accessible.
The development and launch of the brushes is not only a manifestation of innovation, but reflects Grupo Boticário’s deep commitment to diversity and social inclusion.
“We have been committed to making the beauty market more inclusive. To achieve this objective, it is essential that people with disabilities play a leading role in the creation of new products. This was achieved with the launch of the brushes, with the active participation of members of the Beleza Livre Community”, says Clarice Sasson, senior manager of Strategic Product Innovation at Grupo Boticário.
This participation of minority groups, through the Beleza Livre Community, has already taken place at Grupo Boticário since 2022 and seeks greater representation and a much more inclusive portfolio. Quantitatively, 20% of the company’s proprietary brand products already have diversity attributes.
In line with this mission, DSGN in House works to serve, in the best possible way, the consumer public that has a central place in Grupo Boticário’s business model. Furthermore, the models developed internally help and facilitate the development of new products to be launched, enabling the provision of disruptive solutions to old challenges faced by the beauty market.
*Cape photo: Divulgao/Grupo Boticrio
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