In another step in its journey to boost diversity and inclusion, the Group Apothecary announces the free distribution of inclusive beauty accessories. Designed in partnership withMercury, the accessories were specially developed for people with motor limitations in the upper limbs, such as physical disabilities or muscle weakness. In addition to representing an unprecedented movement in the beauty market, the action reaffirms the group’s commitment to generating positive impact, acting from the inside out and involving its entire ecosystem in this journey.
The pilot project, which began to be developed around two years ago, will make two types of accessories available to consumers: an Adhesive Base and a Multipurpose Thickener, which can be used for opening, handling and applying various products. The Multipurpose Thickener facilitates the usability of products, such as lipsticks, eyelash mascara, brushes, hand cream, among others, in order to facilitate the gripping movement of people who have limited upper limbs. The Adherent Base provides friction to facilitate the opening of packaging for perfumes, body creams, lotions, hair products and others, preventing products from slipping.
To ensure the accuracy and usability of each of the items, members of the Beleza Livre Community, the first product co-creation community composed exclusively of representatives of minority groups from Grupo Boticrio, carried out tests on each of the accessories. The tests were carried out by members of the community with limitations in their upper limbs, who evaluated their handling and use, resulting in insights so that the products were truly ergonomic and offered accessibility.
Rony Santos, Senior Diversity and Inclusion Manager at Grupo Boticrio, says that the company has among its pillars the promotion of diversity and inclusion. We know that diversity, and even a journey with many challenges. Therefore, we have a plural and broad action on this topic, with initiatives on different fronts. We have been focusing on this project for around two years, which represents an opportunity to provide equity solutions to the beauty market. We work from the inside out with continuous surveys and contact with our collaborators and developers, which allows us to better understand our diverse consumers on an increasingly broader and deeper scale, responding quickly to their desires and needs. This led us to rely on insights generated by people with upper limb limitations, through the Beleza Livre community, which generated constructive exchanges and understanding of consumers’ preferences, real needs and expectations. These actions show that beauty is plural and we want to transform the world through it., he says.
The project was designed by Grupo Boticrio’s internal Design agency, DSGN in-house, and developed in partnership with Mercur, a company that manufactures inclusive products in the areas of health and education. The Boticrio Group’s Research and Development and Diversity and Inclusion teams, joining forces with Mercur, worked together to create accessories that met the needs identified during co-creation sessions, made up of a multidisciplinary team of physiotherapists, designers, engineers, occupational therapists, people with disabilities and motor limitations.
At Grupo Boticrio we support, value and respect differences, and we believe that such elements are the greatest levers for growth and innovation. Therefore, this pilot project highlights the crucial role that the beauty industry plays in promoting diversity and creating products accessible to consumers, who occupy a central decision-making position in our business model. Our team was dedicated to this project, working attentively and carefully to create the accessories, in order to ensure greater practicality for our consumers who have limited upper limbs, says Gustavo Dieamant, director of Research and Development (R&D).
According to the company’s Project specialist, Dayani Rodrigues Rabuske, Mercur, which has been working with products aimed at people with disabilities for over 10 years, became a partner with Grupo Boticrio in this pilot project to focus on accessibility for these people. The way to develop products is co-creation with the people who need them, better understanding their real needs. In the process with Grupo Boticário, they work with hybrid workshops, simultaneously, in both companies. The results are innovative products that will enable greater autonomy in personal care and make everyday life more functional for people with disabilities.
To collect accessories for free from selected stores, interested parties must access thesite from Grupo Boticrio and register, in addition to choosing the desired date, store and time. On this occasion, occupational therapists will be available to provide guidance to the public on use. The accessories will also be distributed free of charge to employees with limitations in senior members of the Boticário Group and partner companies, such as Mercur and Antilhas, the company responsible for the logistics service for delivering the accessories.
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O Boticrio and QDB stores for collection of accessories
Date: 18 a 24 brown
Addresses
O Boticrio Store in Belm (PA): Shopping Castanheira: Rodovia BR-316, Km 01 – Castanheira, Belm – PA, 66645-00
O Boticrio store in Braslia (DF): Shopping Conjunto Nacional: SDN, CNB – Asa Norte, Braslia – DF, 70077-900
O Boticrio Store in Salvador (BA): Shopping da Bahia: Av. Tancredo Neves, 148 – Caminho das Rvores, Salvador – BA, 41820-020
O Boticrio store in So Paulo (SP): Shopping Bourbon: R. Palestra Italia, 500 – Perdizes, So Paulo – SP, 05005-030
Quem Disse Store, Berenice? in Curitiba (PR): Shopping Mueller: Av. Cndido de Abreu, 127 – Centro Cvico, Curitiba – PR, 80530-000
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