21 BUSINESS FEATURE artificial intelligence (AI) into makeup routines. Digital mirroring, powered by AI, can offer support and guidance on how to best apply makeup like lipstick and foundation through audio cues and suggestions. Similarly, more technology has been developed to assist with application through motion stabilising and motorisation. These developments can provide those with visual, motor, and dexterity impairments the confidence and independence for self-expression. Although the beauty industry is starting to develop more products and services with inclusivity in mind, there’s more that can be done. P&G found that only 4 percent of beauty and personal care companies worldwide were catering for physical disabilities. The room for social and commercial growth is what led Adams OBE to establish EnableAll: “EnableAll was created with the core mission to be the marketplace, built with unique tech at its core, that ensures all those on the disability spectrum have access to e-commerce. While it’s fantastic that more manufacturers are becoming conscious of how accessible their products can be, we still have a way to go before they are all accessible for purchase easily via online or in-store. “This is part of what makes EnableAll special, as you’re getting a user-centric experience from the outset that excludes no one from the world of e-commerce, with the traditional disability barriers already removed.” FASHION A key trend is the rise of brands that prioritise how their clothes make people feel, going beyond just aesthetics. This allows many apparel companies to shift their designs to be more adaptive to empower disabled people. Adams notes how important fashion is to accessibility and inclusion: “Clothing is so much more than what we put on our bodies as they can become a crucial part of our identity and how we present ourselves. Part of the difficulty is finding brands, like Unhidden, for example, that are conscious of disabled people who want fashionable, adaptable items. It’s not only the materials used or how the item is constructed but also the experience of purchase, both in-store and online, can hugely impact one’s buying decisions. “This is why EnableAll and days like GAAD were created. As the world’s first truly accessible online marketplace, we already meet aspirational standards set out by the leading body for web accessibility WCAG. This means that all shoppers can navigate our site and make purchases however they need, whether that’s with sole keystrokes or with the use of assistive or adaptive technologies. Not only does this allow shoppers to make purchases at their own pace, but it also makes the experience as convenient as it is for everyone else” GAAD provides an opportunity to highlight digital access and inclusion for disabled people around the world, which is why it’s so important to showcase where there is still room for improvement, particularly within the world of retail. There have been positive shifts seen within it, but that’s why at EnableAll, we want to help drive new standards for digital accessibility and create a future, where finally, everyone can seamlessly shop online.
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