Most people take deodorant for granted. But if you’re a person with a disability, doing things many other people take for granted – going out, getting to work, exercising - can take real effort. People with disabilities often apply deodorant multiple times daily, but trying to unscrew the cap, twist a stick or press a spray with physical limitations is a challenge, if not impossible.

We believe the 22 million Americans with permanent disabilities affecting their arms and/or vision should be able to take care of their hygiene needs independently.

Degree, the world’s #1 deodorant, has an inclusive purpose – “To inspire confidence in everyone to move more.” The brand recognizes that movement matters for both physical and mental health, but the product itself wasn’t accessible to people with a disability.

How could we send a rallying cry that signals the start of a revolution in product design?

Degree Inclusive is easier to handle, identify, open, close and apply, thanks to:

-A hooked design for one-handed usage

-A braille label with instructions

-Magnetic closures

-Enhanced grip placement

-A larger roll-on applicator to reach more surface area per swipe

-Refillable design

The beta product launch was supported by 2 hero films telling the story of Nick, a barber with no hands who is also a boxer and Maria, who is blind yet skates beautifully. Their stories, the story of the product and its co-collaborators, were told on social media and amplified by the disabled community and some of the most high-profile TV and press in the US.

We reframed disability positively within the media and challenged conventional design by getting the world excited about the first deodorant designed for people living with disabilities by people living with disabilities.

Our aim was to drive US-first mass media awareness for Degree Inclusive, and focus our awareness and build credibility with people living with disabilities.

We reframed disability positively within the media and challenged conventional design by getting the world excited about the first deodorant designed for people living with disabilities by people living with disabilities.

A simple but effective strategy:

- Earned media: mass outreach to generate maximum impact at launch, while leveraging product creators and C-suite executives at Unilever to speak to product design and commitments.

- Earned social: leveraged influential people with disabilities to generate awareness and excitement within the disabled community.

- Collaboration with expert partners: built credibility by working with key NGO’s like Muscular Dystrophy Association, The Lighthouse Chicago and Open Style Lab.

- Collaboration with consumers: invited 200 people with disabilities to trial the prototype design and give their feedback on concept, product features, messaging.

Degree Inclusive is easier to handle, identify, open, close and apply, thanks to:

- A hooked design for one-handed usage

- A braille label with instructions

- Magnetic closures

- Enhanced grip placement

- A larger roll-on applicator to reach more surface area per swipe

- Refillable

The beta product launch was supported by 2 hero films telling the story of Nick, a barber with no hands who is also a boxer and Maria, who is blind yet skates beautifully. Their stories and the story of the product and its co-collaborators, were told on social media and amplified by the disabled community and some of the most high-profile TV and press in the US.

As GLAMOUR put it "Degree just made history by announcing the world's first adaptive deodorant".

The launch reached 2 billion earned impressions in the first 12 days, and hit major news media across US and Europe like Good Morning America, Wall Street Journal, ABC News, Fast Company, ELLE, Allure, Glamour, Daily Mail and The Independent.

Organic engagement with the whole Degree brand doubled.

The disabled community responded in droves - testament to just how ground breaking this launch is. An example of one of the powerful messages of hope and celebration

“OMG! Every single day that I put on deodorant I think about how hard it is to get off the cap and how they could make it so much easier!”

Most importantly, thanks to Degree Inclusive, the work to make more personal care products accessible and inclusive, has now begun in both Haircare and Skincare categories. ?