United Kingdom · Packaging · Beauty & Hair

The first mass-market shampoo that announces itself — Pantene Miracles × NaviLens × RNIB.

With Pantene Pro-V Miracles Silky & Glowing, P&G partnered with RNIB and blind creator Lucy Edwards to print NaviLens on its bottles. Blind and partially sighted shoppers can tell shampoo, conditioner, mask and leave-in apart, and hear name, directions, warnings and format in 42 languages — without touching the bottle or reading small print.

Pantene Pro-V Miracles bottles with a printed NaviLens accessibility code for blind and partially sighted shoppers.

1st: Major hair-care brand to roll out NaviLens on its Miracles range
40: Languages supported by NaviLens read-out
2 M+: People living with sight loss in the UK
RNIB: Official partner · Royal National Institute of Blind People

Pantene · Procter & Gamble

Pantene is P&G's global hair-care brand, present in more than 100 countries and a benchmark in the beauty aisle with lines like Pro-V, Miracles, Repair & Protect and Silky & Glowing.

P&G has made accessibility a strategic priority under the leadership of Sam Latif, its Company Accessibility Leader: Herbal Essences pioneered tactile shampoo/conditioner cues, and Pantene Miracles takes the next step by integrating NaviLens in partnership with RNIB and blind creator Lucy Edwards.

01
Shampoo and conditioner look identical
In the beauty aisle, shampoo, conditioner and mask bottles in the same line share silhouette, size and typography. Without visual cues, blind shoppers need help to choose — or pick the wrong one in the shower.
02
Directions and warnings in tiny print
Cosmetic regulations require ingredients (INCI), use, warnings and PAO to be printed at very small sizes, effectively invisible for someone with low vision.
03
An industry built for sighted people
Tutorials, packaging, content and retail experience in beauty are designed for sighted consumers. Pantene wanted to break that barrier with a permanent commitment, not a one-off activation.

NaviLens is printed directly onto the Pantene Miracles label inside the existing industrial print flow — no redesign, no line stops. The free NaviLens and NaviLens GO apps detect the code up to 12 times further away than a standard QR, at angles up to 160°, in 1/30 of a second and with no focusing needed — critical in a poorly lit bathroom or with wet hands.

On scan, the app reads out product name (shampoo, conditioner, mask, leave-in), variant (Silky & Glowing, Repair & Protect…), directions, warnings and format in the user's language — up to 42 languages. Blind creator and brand ambassador Lucy Edwards co-designed the experience with RNIB.

“Telling shampoo from conditioner, reading the directions, choosing the right product: the hair and beauty world is built for sighted people. With Pantene Miracles, NaviLens and RNIB we want that to change.”

Lucy Edwards & Pantene · RNIB partnership · Beauty Packaging · Pantene Miracles campaign
Beauty Packaging ↗

2021
P&G · World Sight Day and Accessibility Leadership
Sam Latif, P&G's Company Accessibility Leader, drives the global commitment to accessible packaging: tactile cues on Herbal Essences, inclusive content and NaviLens as a standard.
2022
Pantene × Lucy Edwards × RNIB
Pantene launches Miracles Silky & Glowing with Lucy Edwards as ambassador and RNIB as partner. The campaign — winner at The Drum Awards and finalist at PRWeek/Purpose Awards — puts the blind community at the heart of the relaunch.
2022–today
NaviLens on Miracles packs
The Miracles range carries the NaviLens code so blind and partially sighted shoppers can tell format and variant apart, hear directions and warnings, and shop independently on UK shelves.