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Gillette launches assisted shaving razor

29.06.2017 Beauty : Wellness : Design
Handle With Care: Gillette’s Assisted Shaving Razor, US

US – As America’s population ages, Gillette is demonstrating its benevolent side with the launch of its new TREO razor for care-givers.

Created by Grey New York, the tv ad, Handle With Care, which won multiple awards at Cannes Lions 2017, follows Kristian Rex as he cares for his elderly father, who has been left incapacitated by a stroke.

The blade provides a safer assisted shave and is designed to work with less water, as many elderly men are shaved outside of the bathroom. It also incorporates the shaving gel within the handle. The impetus for the new product came after Gillette noticed numerous social media conversations detailing the difficulties faced by care-givers when shaving their loved ones.

‘It is clear when you watch carers looking after men in this condition that dignity is a huge part of it,’ Matt Hodgson, the project’s lead engineer, told Time online.

The Big Picture

  • Driven by rapidly ageing populations, brands such as Gillette and Inga Wellbeing are thinking about how to cater for the specific needs of elderly consumers
  • In a Flat Age Society, as consumers age they are looking for brands that continue to treat them as individuals rather than as a homogeneous demographic