The world’s No.1 skincare brand, NIVEA has today announced a partnership with NaviLens, a technology that empowers people who are blind or partially sighted to navigate retail environments. Through this partnership, NIVEA will be the first skincare brand to trial NaviLens on its products. The technology will be enabled on 90% of NIVEA’s Gift Packs in the UK until the end of December, available at major retailers, including Boots and Superdrug.
NaviLens enables smartphones equipped with its free app to scan and interpret information embedded in their codes, providing this information both audibly as well as in large, clear text. This has significant benefits for the users of the app as it allows them to access crucial details of the product including its location, ingredients, and usage instructions. The NaviLens Accessible QR Codes can be detected at more than 12 times further than regular and dense QR codes, at extreme angles and in all light conditions. This innovative approach enhances the independence of shopping experiences for individuals with visual impairments, fostering a more inclusive society.
Paul Price, General Manager, Northern Europe at Beiersdorf said, “We are delighted and honoured to be working with NaviLens. We have come to understand the challenges that visually impaired consumers may face when it comes to shopping. In particular, the busy stores in the buildup to the festive season can provide a sensory overload, making it extremely difficult to find gifts for friends and family. We hope that with the NaviLens technology and app, we can improve the shopping experience and allow people across the country to locate, understand and enjoy NIVEA products this festive season.”
Javier Pita, founder and CEO at NaviLens said, the collaboration between NaviLens and NIVEA on their Christmas gift sets marks a notable stride toward inclusivity during the festive season. By integrating NaviLens accessible technology into their packaging, NIVEA is ensuring that anyone with visual impairment can independently access these gift sets, aligning with the spirit of inclusion during the holiday celebrations. We are incredibly proud of this partnership and the commitment by NIVEA to make Christmas more enjoyable and accessible for a diverse range of consumers.
Visually impaired influencer Claire Sisk, better known as canseecantsee, adds, “For blind and visually impaired people, the experience of going shopping is incredibly overwhelming and difficult. As we get closer to the festive period, there will be more people in the shops and buying gifts for loved ones becomes so much more challenging. As a disability advocate, it’s amazing and exciting to see NIVEA embrace technology to support the experience of its blind and visually impaired customers. This partnership will have such a huge and incredible impact on people across the country and help them to enjoy NIVEA’s great range of gifts this festive season.”
This partnership follows on from Beiersdorf’s global mission of ‘Care Beyond Skin’ which highlights how Beiersdorf and its brands, such as NIVEA, are committed to its customers’ overall wellbeing, from physical to mental health, and ensuring NIVEA is an accessible brand.
