As a skincare and beauty enthusiast, I’m always interested in the latest news and shiny new things. But how does that work when you’re blind and you can’t see the adverts or the pictures that people share?
Well, you have to be creative, but here are some of the strategies that I use.
It might not be an immediately obvious first choice for blind people, but YouTube is great! Not so much in terms of make-up tutorials, because people often talk about all kinds of stuff, and not what they’re doing, but anything that involves unboxings, hauls, favourites or empties can give me great insight into what’s out there.
And that’s often the point – as a blind person, I can’t just walk around Boots or Superdrug on my own and see what’s there. I can browse things online, and often do, but unless I’m specifically looking for something, I might not come across something that will really help unless other people point it out. Eye shadow sticks and cream blushes were a case in point. I just didn’t know about them until someone told me.
Some YouTubers do a good job of summarising new products – Fleur de Force is a good example.
However, many of the really big YouTubers get so much PR that they do really rushed videos with less information about the individual products – not so great when you can’t see them. I prefer more details about fewer products, which is often why I go for the smaller channels because it often feels as though those YouTubers do more with the content that they have, and this helps me because I find out more about the individual products.
When it comes to my subscription boxes, I follow people who get the same boxes as me. Last week S was out, and I couldn’t read the Glossybox card very well. But it was fine, because Claire already had her box up the day it came. I also follow people like Sussex Sandra, and Lightning Lass, who have all helped me by talking about their subscription boxes. This could be things like:
- Reading the cards (S would do that too, but if it’s a video I can replay it if I forget something).
- Talking about the colours (the leaflet says nice buildable colour, but YouTuber says “omg that’s Barbie pink!”)
- Passing on details of deals that I would never have known about.
- Providing links to the products so that I can find out more information or buy them myself. Yes, I know these are often affiliate links, and I use those too, but when you can’t read the package, reading the website is the next best thing!
I spent ages looking for good beauty podcasts, and was really surprised that there wasn’t more out there. It’s a massive gap in the market! But it’s ok, because then I discovered the Full Coverage podcast by – in their own words – professional make up artist, Harriet Hadfield and unprofessional beauty junkie, Lindsey Kelk!
There is always a section about news, and because there are no visuals, the products are always well-described. This is followed by honest, down-to-earth discussions which are both informative and hilarious at times. The podcast also has its own Facebook group, which is friendly and supportive, and where people are genuinely interested in helping each other (not a given in the beauty groups on Facebook!)
Blogs by their nature are full of words. There has been a move towards more image-driven posts, but most of the time people will write something about the products that they are enjoying or have used up. I don’t stick around if the posts are mainly about photos with captions like “this colour is amaaazing!”, but I have found some bloggers who go into more depth about what a product was like, or who describe colours.
Shops and brands are often terrible when it comes to writing about the colour of their make-up. They assume that everyone can see the picture, which of course isn’t true. Certainly for me, online shopping is often a more accessible alternative than going into the shop, but then I have the problem of working out the shade of something that has a weird and wonderful name! I often google the product and find descriptions of it on blogs, which then help me to decide which one I want.
Blogs by other people with a visual impairment can be a useful source of information too, especially when it comes to tips on how to do things. But I know in terms of colours, I’m not massively helpful either because I often don’t attempt to describe something I can’t see myself.
4. Subscription boxes
One of the things I really like about subscription boxes is that you are able to try things at a fraction of the cost and without having to buy the full-size products. Ok, I can’t use everything that I get – sometimes because it’s for darker skin tones, sometimes because it’s things that I just don’t use (I’m thinking of you, dry shampoo!), and sometimes it’s because I prefer a different type of product because of my blindness (I prefer cream or liquid highlighters over powder). If I end up not keeping a lot of the products, that’s not a good deal. But if it’s one or two, my Mum or friends are happy to rehome them, and some of them go in giveaways, because just because I can’t or won’t use something, it doesn’t mean my readers won’t.
I really like the idea with boxes like Latest in Beauty too, because there you get to choose the things that you would like to try.
The basic point of newsletters is marketing. I know that. But as many brands don’t have basic subscription functionality on their blogs, subscribing to the newsletter is a good way to be sent any more in-depth articles about the brands that you enjoy. That and of course it’s a way to find out about discounts, which are also good.
The only problem there is that whilst the message is slowly getting through about website accessibility being important, many brands and shops seem to forget that this also applies to their newsletters. Some contain links that can only be activated by using a mouse. I don’t use a mouse. Some have ridiculously complicated or inaccessible sign-up processes. Some have “your alt text goes here” all the way down the newsletter because someone couldn’t be bothered to fill in the fields in the newsletter software with the correct information. Sighted people don’t see this. People using a screenreader will be able to read it.
And finally – avoid things that don’t work
I’ve tried out a few things and decided that I really didn’t like them – so I don’t do them any more.
For example, I like using Facebook groups, but many groups that I’ve found about skincare or beauty are so image-heavy, that they aren’t fun for me. There are not enough words. People post things like “Hey look what I bought this morning” Or “Which one shall I get?” and I can read through all the comments and still have no idea what they’re talking about. So I unsubscribe.
It was the same with Instagram – apart from the app not being massively accessible at the time I tried it, I found that half the time people weren’t writing interesting captions. It was all about the pictures, and I lost interest. So I’m not on Instagram, and that’s ok.
The same goes for Pinterest. I know lots of people who use it for inspiration, but it is all about the pictures, and for someone who can’t see them, it doesn’t get more uninspiring!
Magazines do have some interesting articles in them, but you sometimes have to scroll a long way past image galleries first. I’ve downloaded a few for free as part of my Amazon Prime subscription, but I haven’t found anything that added enough value that I’d want to buy it.
So, I know that some of the ways that other people use to find out about new products aren’t open, or useful to me, but I think it’s about finding out where the relevant information is, and focussing on that. Look for the things that do add value. Build relationships with people whose content is accessible. Try to educate brands when it matters to you. I can’t spend my entire day explaining why “your alt text goes here” in newsletters is super-annoying, but if it’s a brand that I particularly care about, I will.
I think there’s also a message there for brands – there is a potential audience out there in terms of blind people. We have buying power! But you won’t reach many of us if you focus on glossy ads or Instagram (and yes, I know there are blind people who use it, but there are also many who don’t). Neither will you reach us by targeting groups for blind people – I don’t attend any, or read any publications aimed at this particular demographic.
What you can do are all the little things to make the mainstream experience of your brand more accessible. This includes good descriptions of products, labelling of colours, content that doesn’t rely primarily on images as part of your mainstream marketing strategy, and not excluding content creators from your marketing campaigns by including inflexible measures such as an Instagram following of X number of people, when perhaps someone has a sizeable audience on another platform, or access to an audience that would otherwise be hard to reach.
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