Gillette Starts Trial of Treo Assisted Razor in US, UK

Gillette has announced the next step in the development of Treo, its assisted shaving razor. While supplies last, US and UK consumers are invited to request a product sample to trial via a new website: www.gillettetreo.com. In addition, during what will be a three-month pilot phase, a number of professional care homes and institutions in both markets are also partnering with the brand to trial Gillette Treo samples amongst their many professional caregivers and care recipients. From these thousands of at-home and institutional shaving experiences, Gillette’s scientists and researchers plan to collect first-hand feedback to refine the razor’s product experience—at launch and beyond.
 
According to research from Gillette’s partner American Society of Aging, more than 8 million older adults in the US receive assistance with activities of daily living – including shaving – from family or professional caregivers annually, and more. than 34.2 million Americans have provided basic care to adults over 50 years or older in the past year.
 
“When we spoke with our partners like ASA, we learned that the primary goal of family members and professional caregivers alike is to help maintain a sense of normalcy and to support lost functions – like the ability to shave oneself,” said Melissa Monich, vice president of R&D, global grooming at P&G. “We were struck by how important these day-to-day activities are in supporting the dignity, pride and morale of those who need assistance. This made us even more compelled to use our expertise to develop a more comfortable and safer experience – and that is what continues to inspire us on this TREO  journey.”