Glossier, a makeup company that targets millennials through very aggressive social media marketing, is being sued by a visually impaired woman who alleges that the cosmetics brand has denied her equal access guaranteed by the Americans with Disabilities Act. Her beef: Glossier’s website does not offer the screen reader software typically utilized by the blind and visually impaired.
Most people understand the Americans with Disabilities Act, or ADA, as legislation that guarantees equal opportunity to disabled individuals as it pertains to public accommodations, transportation, government services and telecommunications. What they may not know is that the courts have determined that, in addition to applying to physical locations, the ADA also extends to websites that are associated with those locations.
Glossier has become a cult beauty brand thanks to a marketing strategy that focuses on Web-based marketing, including a slick, mobile-friendly website, sponsored social media posts, email marketing, and strong partnerships with social media influencers. For a brand that focuses so much on digital, it seems counter to its strategy to deny digital access to consumers with visual impairments.
According to an article in The Fashion Law, similar lawsuits have been filed against brands like H&M, the Kardashians’ Dash stores, Lacoste, Jo Malone, Coach, Giorgio Armani, Gucci, Wet Seal, Versace, Vera Wang, Valentino, Urban Outfitters, Tory Burch, Bally, Hugo Boss, Louis Vuitton, Perry Ellis, New Balance, Nike, and J. Crew. Fashion and beauty companies, take note: offering true accessibility is not only good for business, but it may also keep you out of court.
To read the complete article in The Fashion Law, follow this link: http://www.thefashionlaw.com/home/glossier-added-to-long-list-of-brands-sued-for-allegedly-violating-americans-with-disabilities-act