Inclusive beauty: how buying and using cosmetics can be made more accessible for the visually impaired (VI) and blind consumer

Historically, assistive technologies for visually impaired and blind consumers evolved around aiding users in navigation, online content accessibility, learning, object and text recognition, and social interactions. There is no specific work done on technologies assisting these consumers with the use of cosmetics and engaging in self-grooming activities, whist such tasks are common and expected in the context of social and professional environments.

This paper consists of two parts. The first one is a review of the assistive technologies relevant to shopping for cosmetics, as well as of the applications and systems which enable the choice of products, including some specifically developed for cosmetic purposes in line with the drive for personalised cosmetics. The second part reports the outcomes of a survey exploring the shopping and product usage of cosmetics by VI and blind individuals, including some qualitative data.

The literature review identified a growing field of research and development of assistive technologies supporting shopping tasks and accessing product information. For example, conversion of text and visuals into auditory cues (verbal or other sounds) has been commonly used by VI and blind consumers. A small number of organisations/apps were found which provide advice, tutorials or direct assistance with cosmetics use and makeup application in particular. However, there were no reports of products and services within the remits of the cosmetic industry designed to assist the VI and blind users other than one brand adding Braille to product packaging. A range of technologies aimed at providing personalised cosmetic product choice were identified, however only one app was focused on helping such consumers with lipstick application.

The survey showed that the VI and blind consumers used a variety of makeup products for reasons such as feeling good, looking professional, and simply because this is what sighted people do. Their choice of products was mostly driven by ease of use and brand familiarity, but sensory characteristics were also referred to. As lipstick was the most commonly used product, the colour was also an important choice factor. Shopping and finding the right product in store were considered easier than shopping online.

The combination of primary and secondary data suggests that the use of cosmetics amongst VI and blind consumers could be encouraged in many ways: by improving the accessibility of product information – in store and online; by the design of accessible systems and applications which facilitate reliable product choice (colour and other desirable performance attributes); by offering access to affordable personalised products.