Unilever’s Degree Deodorant, also called Sure, Shield and Rexona, is the world’s #1 antiperspirant. But until now no deodorant has catered for one group of people, those with visual impairment and upper limb motor disabilities. One in four Americans, and one in five Brits, has a disability. Twisting a deodorant cap, turning a stick, or pushing down on an aerosol can with limited arm mobility is a real challenge. Those with no or limited sight need someone else to read deodorant packaging for them.
Wunderman Thompson and Unilever Degree have changed that, launching Degree Inclusive with Wunderman Thompson’s Inclusive Experience Practice (IXP). This deodorant has
● A hooked design for one-handed usage
● Magnetic closures that make it easier to take the cap off and put it back on for users with limited grip and/or vision impairment
● Enhanced grip placement for easier application for users with limited grip or no arms
● A braille label with instructions for users with vision impairment
● A larger roll-on applicator to reach more surface area per swipe
The team at Wunderman Thompson Buenos Aires, who came up with the original idea of making an inclusive deodorant, also created the campaign that demonstrates how an everyday utility product like deodorant can revolutionise movement for two disabled people.
“As a brand that’s committed to inspiring confidence in everyone to move more, Degree believes no one should be held back from breaking a sweat and enjoying the transformative benefits of movement,” stated Kathryn Swallow, Global Degree brand vice president, Rexona. “More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. With Degree Inclusive we hope to inspire bold action across the industry to ensure that people with disabilities have an equal playing field.”
To develop the new deodorant, Wunderman Thompson and Unilever called in occupational therapists, engineers, and consultants with disabilities. The prototype was co-developed by design studio, SOUR, and a cross discipline team at Wunderman Thompson, led by Christina Mallon, Wunderman Thompson’s global head of inclusive design.
“As a disabled person, I’ve experienced first-hand the challenges of living in a world of conventional design, where most products and services are not designed with the disabled community in mind,” Mallon stated. “Being unable to access a basic utility like deodorant – something most people take for granted – has a huge impact on your ability to move, and therefore your quality of life in general. That’s why we’re incredibly proud to have partnered with Unilever to create this innovative and life-changing product: the very first deodorant designed by people with disabilities – for people with disabilities. We hope this will inspire more brands to take an inclusive and accessible approach to design.”
As the first agency to build an IXP, Wunderman Thompson partners with some of the world’s largest brands. Not only is the disabled community’s disposable income estimated at $8 trillion USD in the US alone, but 70% of all consumers prefer to buy inclusive brands – meaning it offers both a competitive advantage and increased growth potential for brands.
“We are in this industry because we want to make a difference,” noted Bas Korsten, global chief creative officer, Wunderman Thompson. “For our clients, for the people they serve. And I don’t think I’ve ever worked on a project that will make more of a difference to more people than this one. It has been such an unforgettable journey with the amazing Degree team, our talented Buenos Aires office and my incredible colleague Christina Mallon. I hope this is the start of inclusive design thinking at scale. Because inclusive design leads to better design for everyone.”
To ensure the original prototype is effective and accessible to more than just our initial team of co-creators with disabilities, Degree launched a beta program to engage and get input from additional people living with disabilities. In partnership with The Lighthouse Chicago, Open Style Lab, and Muscular Dystrophy Association [TBC], Degree invited 200 people with disabilities in the US to trial the prototype design and give their feedback on its concept, product features, and messaging, to help improve the innovation for its future commercial launch.
Credits:
Client: Unilever
Global Brand Vice President, Rexona: Kathryn Swallow
Global Senior Brand Manager, Rexona: Emily Heath
US Senior Marketing Manager, Degree: Chiara Grillo
Global Senior Brand Manager, Rexona: Denise Savoia
Global Assistant Brand Manager, Rexona: Stephanie Bau
US Assistant Brand Manager, Degree: Teri Minogue
Global Assistant Brand Manager, Degree: Edward Jones
Global Brand Director, Rexona: Lucy Howdle
Global R&D Director, Rexona: Andy Butterworth
Global Senior Technical Manager, Rexona: Laura Hutcheon
Global Senior Consumer Market Insights Manager, Rexona: Alex Harrison
Concept: Wunderman Thompson Buenos Aires
CCOs LATAM: Sebastián Tarazaga & Dany Minaker
CCO Argentina: Natalia Benincasa
Creative Directors: Andrea Ventura, Gastón Cánaves, Agustín Alba & Pablo Maldonado
Head of Art: Fernando Rossini
Integrated Production Leader: Josefina Espil
Production Manager: Mariana Jauregui
Editor & Animator: Leandro Ramírez
Graphic Production Manager: Daniel Gatto
CEO: Victoria Cole
General Account Director: Eliana Kaplan
Account Director: Dana di Lello
Senior Account Executive: Ramiro Pannunzio
Strategy Lead: Ronny Weter / Aurelia Sisinni
Project Manager: Ana Laura Rodríguez
Head of Social Media: Silvina Coto
Content Strategist: Daniel Alaniz
Community Manager: Vincenzo Mazzei
Creative Operations Leader: Paula Akel
Agency: Wunderman Thompson Global
Global CCOS: Bas Korsten & Daniel Bonner
Global Lead Inclusive Design: Christina Mallon
Global Client Lead Unilever: Inge Selawry
Global Planning Lead: Nicky Buss
Global Project Management: Bart Etcheverry
Director of Global Creative Operations: Nora Farley
PR Director: Jessica Hartley
Product Design: SOUR Studio
Occupational Therapist: Michael Tranquilli
Disabled co-collaborators US: Keah Brown, Keisha Greaves, Natalie Trevonne & Lissa Loe
Disabled co-collaborators Argentina: Lidia Beatriz Peyronnet, Andrea López de Mora, Mercedes Monjaime & Cecilia Rizzo
Creative Collaborators: Santiago Estevez & Nicolás Trapanese
Unilever PR Agency: Edelman
Vice President David Brigandi
Senior Vice President Sharelyn Devonish
Senior Account Supervisor, Brand: Jill Condulis
Account Executive: Caitlin Gronski
Production Company: LaDoble
Director: Martin Donozo
CEO: José Arnal
Executive Producer: Agustín Gutierrez
Producer: Marco Pilosio
Director of Photography: Sebastian Cantillo
Post Production: Luis Staffolani
Sound Post Production: Porta Studio
Music: Perra Santa
