Henkel · Packaging · Beauty / Hair styling

Extreme-hold styling gel — now audible for shoppers who can't see the bottle — got2b Glued × NaviLens.

got2b is the hair styling brand inside Henkel Consumer Brands. As part of Henkel's group-wide accessible smart-code strategy — already rolled out on brands like all Free Clear laundry pods in the US — got2b Glued packs add NaviLens codes so blind and partially sighted shoppers can hear which product they are picking up, how to apply it and what kind of hold it delivers.

got2b Glued 4 Brows & Edges bottle with NaviLens code for blind shoppers on a drugstore shelf.

20+: Henkel brands adopting accessible smart codes
12×: Longer detection distance than a standard QR
160°: Reading angle of the NaviLens code
40: Languages the message plays in

got2b · Henkel Consumer Brands

got2b is the hair styling line inside Henkel Consumer Brands, known for extreme-hold gels (Glued), waxes, sprays and products for edges and baby hairs. Glued 4 Brows & Edges is one of its icons: a 2-in-1, non-sticky gel for all-day hold on brows and edges.

Henkel has made packaging accessibility and sustainability a strategic pillar. Sister brands like all Free Clear (laundry pods, US) already carry NaviLens codes on every SKU (tubs and stand-up pouches). got2b joins the same playbook: accessible smart codes, no added production cost, compatible with the free NaviLens app.

01
Look-alike gels on shelf
got2b runs several gel and wax SKUs in dark bottles with similar typography (Glued, Glued Blasting Freeze Spray, Glued 4 Brows & Edges…). For a partially sighted shopper it's very hard to tell which one is for brows vs. hair vs. extreme hold.
02
Usage info out of reach
Glued 4 Brows & Edges needs specific guidance — quantity, brush application, eye-area precautions, removal tips. All of this sits on the side and back panels in very small type.
03
Autonomous drugstore shopping
Blind shoppers in Mercadona, DM, Müller, Carrefour or Boots can't confirm brand, format (16 ml) or variant without asking a staff member — breaking autonomy and privacy when buying a beauty product.

got2b prints the NaviLens code on the front of pack, in line with Henkel's corporate strategy of making its packaging accessible through smart codes. The free NaviLens and NaviLens GO apps detect it up to 12× further than a QR, at 160° and in 1/30 of a second — one sweep along the shelf and the bottle 'speaks'.

Once scanned, the app reads out brand (got2b), variant (Glued 4 Brows & Edges 2in1 Styling Gel), format (16 ml), hold type, application steps, warnings and precautions. All in up to 42 languages, at the reading speed each user configures — with no added production cost.

“Our goal is to make packaging accessible to everyone, ensuring that no one is left behind. Smart codes are a simple yet powerful way to bridge the gap between physical and digital, delivering a better experience for all consumers.”

Henkel · portavoz oficial (Packnode, 27 enero 2025) · Packnode · January 2025
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2023–2024
Henkel adopts accessible smart codes
Henkel sets a cross-portfolio strategy to embed smart codes in its packaging to strengthen accessibility and sustainability across laundry, home care and personal care brands.
Jan 2025
Lighthouse case: all Free Clear × NaviLens
Henkel rolls NaviLens codes across every all Free Clear laundry pod SKU in the US (tubs and stand-up pouches). Packaging Digest covers it as a flagship rollout.
Today
got2b Glued joins in
got2b Glued applies the same logic to the drugstore aisle: accessible smart code on front of pack, audio readout of brand, variant, format and usage — while keeping the bold, youth-focused branding.