Project BeautySign

Inspiration

More than 1.5 billion people around the world have some sort of hearing loss. That’s nearly 20 percent of the population. Consumers with hearing loss are often in our stores and they do their best to understand the products at face value without the ability to ask questions about our products and how to use them.

The idea of being able to ask questions, get advice, connect with beauty consultants isn’t an experience they have been able to have. Many in-store services, such as consultations with beauty consultants, are not always accessible to deaf consumers. Without the ability to ask questions or fully understand the advice being given, many deaf individuals may feel left out or unable to fully participate in the shopping experience.This lack of accessibility can lead to a sense of isolation and frustration among deaf consumers. For many, the inability to fully participate in the shopping experience can feel like a reflection of a larger systemic issue of marginalisation and exclusion. For individuals with hearing loss, accessibility and inclusivity are crucial components of the shopping experience. Unfortunately, many businesses have been slow to recognise and address these needs, leaving many deaf and hard of hearing consumers feeling left out and frustrated.

Despite these challenges, the deaf community has shown remarkable resilience and advocacy in pushing for greater accessibility and inclusion. By sharing their stories and experiences, they have brought attention to the importance of accessibility in the beauty industry and other areas of daily life. One example of this advocacy is the work being done by organisations like the National Association of the Deaf (NAD) and the Deaf Advocacy Project (DAP). These organisations have worked to bring attention to the needs of the deaf community and to push for greater accessibility and inclusion in a range of industries, including the beauty industry.

As part of the Hackathon, we had 2 deaf shoppers joining us who provided feedback about their experience on accessible beauty and which was a huge inspiration towards entering the Hackathon to create a change that the businesses need to accommodate for the deaf community.

What it does

BeautySign introduces an on-demand sign language interpreting service at both retail store and online channels seamlessly integrated with the technology ecosystem of The Estée Lauder Companies, a way to put power behind our commitment to creating inclusive shopping experiences for every consumer and bring the joy of beauty to everyone! These services enable deaf consumers to access in-store and online beauty consultations with the help of an interpreter, creating a more inclusive shopping experience for all.

How we built it

Estée Lauder offers virtual consultation services that enable customers to connect with beauty experts from the comfort of their own homes. These services are designed to provide personalised advice and guidance on skincare, makeup, and other beauty-related topics. As part of Hackathon, the existing virtual consultation services on one of the brand websites were modified to allow the deaf consumer to select the option of requiring a British Language Interpreter (BSL) to be available during the service.

Moona and Wendy as deaf consumer actors for the Hackathon booked a virtual consultation services appointment on the website requesting for a British Language Interpreter (BSL) to be available for their appointment. A Zoom link with the details of the appointment was sent to both them and the brand beauty consultant. At the time of the appointment, as Moona and Wendy joined the session, alongside the brand beauty consultant, a BSL interpreter joins to provide the interpreting service between the brand beauty consultant and the deaf consumer.

Challenges we ran into

Enabling an inclusive virtual consultation experience for deaf consumers with the presence of a British Sign Language (BSL) interpreter may present some challenges, few of which we anticipated are:

Technical issues: Technical issues such as poor internet connectivity or difficulties with the video conferencing platform could disrupt the virtual consultation experience, making it difficult for the deaf consumer to fully engage with the beauty consultant and the interpreter.

Additional time requirements: Using a BSL interpreter may require additional time during the virtual consultation, which could create scheduling challenges for the beauty consultant and the deaf consumer.

Limited knowledge and awareness of accessibility needs: Beauty consultants may have limited knowledge and awareness of the accessibility needs of deaf consumers. This could make it difficult for them to provide an inclusive and accessible virtual consultation experience.

Cultural and language barriers: There may be cultural and language barriers between the beauty consultant and the deaf consumer, which could make it difficult to establish rapport and build trust. The beauty consultant may need to be aware of cultural differences and adjust their communication style accordingly.

Accomplishments that we're proud of

The Hackathon idea unlocking the consumer expereince for deaf community represents a step forward in creating a more inclusive and accessible shopping experience for all consumers, regardless of their abilities. By continuing to prioritize inclusivity and accessibility, beauty brands can create more positive and meaningful connections with their customers and foster a sense of community and belonging.

Few of the accomplishment to highlight are -

Inclusivity: By providing an option for BSL interpretation during virtual consultations, beauty brands can demonstrate their commitment to creating a more inclusive and accessible shopping experience for all consumers, regardless of their abilities.

Personalized experience: The presence of a BSL interpreter enables deaf consumers to receive personalized advice and guidance on skincare, makeup, and other beauty-related topics, just like hearing consumers. This can help to create a more positive and engaging virtual consultation experience.

Collaboration: The consumer experience with a BSL interpreter requires collaboration between the beauty consultant, the interpreter, and the deaf consumer. This collaboration can help to create a sense of community and inclusivity, which can be a source of pride for all involved.

Innovation: By using technology to enable virtual/in-person consultations with BSL interpreters, beauty brands can demonstrate their commitment to innovation and staying at the forefront of emerging trends in the beauty industry. This can help to differentiate from competitors and position as leaders in the space.

What we learned

Key learnings from building the experience through Hackathon are:

Speak directly to the deaf consumer: Even though there is a BSL interpreter present, it is still important for the beauty consultant to speak directly to the deaf consumer. This will help establish a rapport and build trust with the consumer.

Use clear and simple language: It is important for the beauty consultant to use clear and simple language during the consultation. This will make it easier for the BSL interpreter to convey the information accurately and for the deaf consumer to understand the advice and recommendations.

Allow time for interpreting: Beauty consultants should allow extra time for interpreting during the consultation. It may take longer to convey information through an interpreter, so it is important to be patient and allow enough time for the deaf consumer to fully understand the information being shared.

Use visual aids: Beauty consultants can use visual aids such as images and videos to help convey information during the consultation. This can be especially helpful for deaf consumers who rely on visual cues to understand information.

Be aware of cultural differences: It is important to be aware of cultural differences when working with deaf consumers. For example, deaf consumers may have different communication styles and preferences, and may come from different cultural backgrounds.

Training: Beauty consultants may require additional training on how to effectively communicate with deaf consumers and work with BSL interpreters. This training could include topics such as cultural awareness, effective communication strategies, and using visual aids to enhance communication. Providing this training can help ensure that beauty consultants are equipped with the skills and knowledge needed to provide high-quality virtual consultation services to deaf consumers.

What's next for Project BeautySign

Expand to more brands and retailers: BeautySign can partner with more beauty brands and retailers to offer virtual consultation services with BSL interpretation. This can help to reach a wider audience and make the shopping experience more accessible for more deaf consumers.

Offer additional language options: BeautySign can consider offering interpretation services in other sign languages besides BSL, such as American Sign Language (ASL) or Australian Sign Language (Auslan), to cater to the needs of a wider global audience.

Explore additional services: BeautySign can consider offering additional services beyond virtual consultations, such as in-store interpretation services or video tutorials on beauty topics in sign language. This can help to create a more comprehensive and inclusive shopping experience for deaf consumers.

Continual training: As more and more beauty consultants engage with deaf consumers, it is important that they receive continual training on how to communicate effectively with deaf individuals and work with interpreters. BeautySign can provide ongoing training resources to help beauty consultants improve their skills and knowledge in this area.

Collaboration with the deaf community: BeautySign can work closely with the deaf community to gather feedback and insights on how to improve their services and make them more tailored to the needs of deaf consumers. This can help to foster a sense of trust and partnership with the community.

By taking these steps, BeautySign can continue to build on its success and create a more inclusive and accessible shopping experience for deaf consumers in the beauty industry.

Built With

• brand.co.uk
• sorenson