Sure to launch the world's first inclusive deodorant designed for people with disabilities

The brand has worked with a number of disability associations to design a functional and inclusive product

Sure is set to launch the world's first inclusive deodorant, designed for people with upper limb impairment. Courtesy Unilever
Sure is set to launch the world's first inclusive deodorant, designed for people with upper limb impairment. Courtesy Unilever

Cosmetics brand Sure has launched the world’s first inclusive deodorant designed for people with upper limb disabilities and visual impairments.

Sure, also sold as Rexona and Shield, has worked on the product alongside disability organisations including Muscular Dystrophy Association, Open Style Lab and The Chicago Lighthouse, to ensure that it is functional for people with a range of disabilities.

Among the features designed to make the product as user-friendly as possible are a hooked design for one-handed usage, as well as magnetic closures to make it easy to remove and replace the cap. There is also a larger than usual applicator, a Braille label and a new design for those with limited grip.

It is the world’s first deodorant designed specifically for those with upper limb disabilities.

The brand invited 200 people with disabilities in the US to trial the prototype design and provide feedback on the concept, functionality and brand messaging around the product.

“As a brand that’s committed to inspiring confidence in everyone to move more, Sure believes no one should be held back from experiencing the transformative benefits of movement,” said Kathryn Swallow, global Sure brand vice president.

“More than one billion people are estimated to live with some form of disability, yet products and experiences are still not designed with this community in mind. With Sure Inclusive we hope to inspire bold action across the industry to ensure that people with disabilities have an equal playing field.”

Sure Inclusive is expected to launch in the US and UK in August.

Updated: April 29, 2021 03:48 PM

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