Skincare brand Nivea has announced its partnership with NaviLens, a technology that empowers shoppers who are blind or partially sighted to navigate retail environments.  

NaviLens’ mission is to enhance the independence of individuals with visual impairments by improving their shopping experience and fostering a more inclusive society.  

Smartphone users can scan Accessible QR Codes with the free app, displaying information in large, clear text and audibly. This technology allows users to access crucial information including its location, ingredients and usage instructions. The codes can be detected at more than 12 times further than regular QR codes, at extreme angles and in all light conditions.  

Paul Price, General Manager of Northern Europe at Beiersdorf, says: “We are delighted and honoured to be working with NaviLens.  We have come to understand the challenges that visually impaired consumers may face when it comes to shopping. In particular, the busy stores in the buildup to the festive season can provide a sensory overload, making it extremely difficult to find gifts for friends and family. We hope that with the NaviLens technology and app, we can improve the shopping experience and allow people across the country to locate, understand and enjoy NIVEA products this festive season.” 

The announcement follows Beiersdorf’s global mission of ‘Care Beyond Skin’, committing Beiersdorf and its brands, including Nivea, to improve customer’s overall wellbeing and ensuring that Nivea is an accessible brand.  

Nivea will be the first skincare brand to trial NaviLens on its products, with 90% of the brand's gift packs on sale in the UK set to use the technology until the end of December.