The sides of shampoo bottles are textured with ridges. We introduced this package design detail in 1991 in quick response to the needs of consumers who told us they wanted a nonvisual way to distinguish between shampoo and conditioner, so that they could know which bottle they were holding even with their eyes closed. Because this design is also convenient for persons with visual impairments and older persons, it has become an outstanding example of universal design. The goal of our container development research is to provide containers and tools that are safe, easy to understand, and easy to use for everyone, regardless of age, gender, or physical capabilities. Other successful examples of universal design products include Quickle Wiper, a lightweight, easy-to-use floor-cleaning implement that replaces the heavy, hard-to-maneuver vacuum cleaner, and the container for Bioré U Foam Hand Soap, which dispenses foamy soap and thus encourages use by children.
We are also working on developing elemental technologies that can be used across a wide range of fields. One example is an easy-opening technology that can be adapted to cartons of various shapes and sizes. First used on individual cosmetic and hair coloring cartons in Japan, this technology has been adopted by Kao USA Inc.
Kao’s ESG Strategy Kirei Lifestyle Plan
Sustainable Development Goals