Gillette launches assisted shaving razor

Gillette launches assisted shaving razor

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

Article/21504 fb8
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
Discover More News
Ocado’s Shopping List Stories campaign finds emotional value in the weekly shop

News

Ocado’s Shopping List Stories campaign finds emotional value in the weekly shop

Ocado is reframing grocery shopping as an emotional experience with Shopping List Stories, a new campaign by Uncommon Creative Studio.
Food And Drink : Supermarket : Branding And Advertising
Foresight Friday: Alice Crossley, senior foresight analyst

News

Foresight Friday: Alice Crossley, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Ff : Lionesses
Stat: Netflix confirms anime watching is no longer niche

News

Stat: Netflix confirms anime watching is no longer niche

More than half of Netflix’s 300m global subscribers now watch anime, according to proprietary figures shared by the streamer.
Pop Culture & Media : Youth : Technology
The Faroe Islands bring back the joy of getting lost

News

The Faroe Islands bring back the joy of getting lost

As algorithm-driven travel fuels overtourism, a new initiative is challenging travellers to let go of planning and control.
Travel : Tourism : The Faroe Islands
Thai perfume brand Journal turns fragrance samples into NFC collectables

News

Thai perfume brand Journal turns fragrance samples into NFC collectables

Fragrance brand Journal is rewriting the rules of scent sampling with a wearable fragrance tester that doubles as a social connector.
Beauty : Fragrance : Technology
Stat: Survey finds hardening stances on office attendance are impacting UK staff wellbeing

News

Stat: Survey finds hardening stances on office attendance are impacting UK staff wellbeing

Hardening return-to-office mandates are fuelling anxiety among UK workers, with 38% reporting that media coverage of stricter attendance policies i...
Office : Workplace : Stat
Innovation Debrief 2025–2026 report goes live

News

Innovation Debrief 2025–2026 report goes live

Discover the top 50 innovations acknowledging, driving and anticipating change in our new Innovation Debrief 2025–2026 report. 
Innovation Debrief 2024-2025 : Future Trends 2026 : Cultural Foresight
Joe Wicks’ Activate turns movement into play for kids

News

Joe Wicks’ Activate turns movement into play for kids

Fitness trainer Joe Wicks is swapping live-action workouts for animation with Activate – a lively new series of five-minute fitness bursts designed...
Fitness : Health And Wellbeing : Gen Alpha
IKEA creates open-air library along the Seine in Paris

News

IKEA creates open-air library along the Seine in Paris

IKEA has unveiled the Billyothèque, a pop-up outdoor library transforming a stretch of Paris’s Seine riverbank into a space for slow, serendipitous...
Ikea : Reading Room : Reading Experience
Stat: US teens turn to AI companions for life advice

News

Stat: US teens turn to AI companions for life advice

A new study by Common Sense Media reveals that 72% of US teens aged 13–17 have tried AI companions, with over half now using them regularly.
Technology : AI : Stat
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN