Victorialand Beauty is not an ordinary clean skincare brand, and her new packaging needed to be extraordinary. Base Beauty worked strategically from the start to hone-in on what is different about this brand: VLB is the first skincare brand to make product access to the visually impaired community a priority in all packaging, website development and social media communications. It was an honor to bring this vision to life in all of these consumer touchpoints. But it’s through packaging that VLB sets new standards for inclusivity.
Each carton and primary features the CyR.U.S. System, a trademarked tactile recognition system that Victoria created in honor of her four year old Cyrus who was born with a rare visual impairment. These raised symbols help the user navigate the product, while the raised QR code links back to audio-enabled product detail. In addition to these groundbreaking innovations, Base Beauty upgraded the brand’s color palette and designed dynamic patterns to express the brand’s joyful personality.