A major beauty brand is rethinking its packaging in an effort to be more accessible to people with disabilities and they’re hoping that other companies will follow suit.

Olay North America said that it is rolling out a new easy-open lid featuring a winged cap that’s simpler to grip. The package also includes a high-contrast label and Braille text.

To create the limited-edition prototype design, the company said it worked with consumers with a variety of conditions ranging from dexterity challenges to visual impairments.

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The effort came in response to complaints from customers, Olay said. One person left a review saying that they spent all night trying to open a jar, another questioned if they should hit it with a hammer and a third reviewer told the company they searched Google to find out how to open the package.

“As a global brand, it’s our responsibility to ensure that all consumers have access to products that serve their needs and fit seamlessly into their daily lives,” said Chris Heiert, senior vice president of Olay. “But we can’t do it alone, which is why we’ve chosen not to patent this lid, and rather share the design widely with the beauty community. Our hope is that others will join us in our efforts in making products more accessible for everyone.”

The move is part of broader commitment from Procter & Gamble, which owns Olay, to make its packaging more accessible to people with disabilities by 2025.

The new lid design is available for Olay’s most popular products — the Regenerist Micro-Sculpting Cream, Vitamin C + Peptide 24 Face Moisturizer, Retinol 24 Face Moisturizer and Collagen Peptide 24 Face Moisturizer — at no extra cost when purchased through the company’s website.

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