O Boticario announces its alternatives to include people with disabilities, of different types and characteristics, inside and outside the company, to show that there is beauty, also in the differences.
According to the World Health Organization (WHO), about ¼ of the Brazilian population has some type of disability and 8% have some severe disability.
By 2015, O Boticario already had a team made up of employees, sales force, research institutes, and people with disabilities, to discuss and generate viable solutions based on real experiences and stories. The Immersive Social Business Department of Grupo Boticário, in São José dos Pinhais (PR), is a permanent forum to ensure the expansion of these solutions.
Ivan Kuhl, one of the company’s employees who is visually impaired, urged the company to develop a specific technology solution to adapt it to work in the corporate office. It responds to emails through software that reads and audio-passes the information that appears on the monitor. The company has always provided accessible documents to expand its access to contents. “I have participated in all the processes in my area and I have never been treated differently by anyone in the company.And with my experience, I also help the Group on issues related to the issue, giving an opinion on what works or not for people with limited vision” , complete.
In the area of Product Research and Development, company has numerous initiatives related to accessibility, such as extensors, different forms of application of the products and assistive technologies that facilitate the interaction of the disabled with the products of Boticario. From the creation of a new design, formulas, through technologies until the products arrive in stores. Other solutions such as sensory labels, which differentiate packages, also facilitate in-store experience.
In stores diversity promotes the inclusion in the didactics guidelines on Libras (Brazilian Sign Language), hidden customers in all sales outlets in Brazil to assess whether the services are following the guidelines.
On Youtube, for example, the videos of the Make Wish channel are released with audio description, Libras and because of the huge demand, a channel has been created, including a deaf and visually impaired channel, where all videos are produced in pounds and with audio description. Brand e-commerce also has all the features for better viewing and browsing.
“We have invested in trainings and solutions that bring more and more differentiated experiences to our public and that break the barriers of communication. Thanks to the feedback we receive from our deaf collaborators who actively participate in giving opinions about the contents we create, we understand, for example , that we should replace a translation avatar in Libras for the humanized translation. In our own stores we have the #todabeleza program that aims to promote the debate about diversity in retail and contribute to the expansion of the profile of the sales force, including the encouragement of hiring of people with disabilities to the service centers in stores, so we want to encourage other companies to follow this goal of becoming more inclusive, “says Alexandre Bouza, brand marketing director.
Despite the advances, advertising still sins when the subject is representativity. When it comes to accessibility the problem is even greater. O Boticário works to ensure more and more to include these people in their campaigns.
In one of the most recent films of Nativa Spa Karité, the cast had a wheelchair and Mother’s Day, a boy with Down Syndrome and a Christmas deaf boy in 2018.