Japanese cosmetics company Shiseido has introduced a free online beauty consultation for customers with hearing impairments. Following a pre-opening phase, the service has now been officially launched on the beauty platform. By using sign language, lip-reading and chat, Shiseido overcomes physical and psychological barriers that hearing-impaired customers often face. Many hearing-impaired people had previously reported that it was very difficult for them to receive personalised beauty consultations. As a result, many customers had previously decided not to go. The company has now developed the new service together with those affected over a period of around ten months. In surveys conducted shortly after the service was launched, average customer satisfaction was already at 4.9 out of 5 points, the company reports.

Employees learn sign language

At the same time, Shiseido is working to expand employment opportunities for people with disabilities. For example, a system is currently being created in which talented people can develop in cosmetic professions. In the initial phase, employees who mainly work in the digital field can learn sign language while carrying out consultations. At the same time, Shiseido is driving forward the recruitment of people with disabilities who speak sign language. The company wants to gather extensive expertise and continuously develop the service in a user-friendly way.

Signs have been further developed

At the beginning of the online beauty consultation, important information is provided via chat. Customers can then choose between sign language, lip-reading and chat. Some sign language expressions have been adapted for the online environment to make them easier to understand. For example, movements that are difficult to understand on the screen have been converted - such as forwards and backwards movements into sideways movements. In addition, the consultation process incorporates visual information such as product representations and illustrations. Reservation times have been increased during the popular evening hours.

Source: Shiseido