According to Procter & Gamble, about 18 months ago, Gillette scientists noticed conversations in social media about the day-to-day challenges families and professionals face when caring for loved ones who, for a variety of reasons, may be unable to shave themselves.
More than 75% of caregivers today shave loved ones and patients every 3–5 days, with over 60% using disposable razors. In the US., 1.5 million (3.2%) of the 65+ population in 2014 lived in nursing homes or care facilities.
P&G says that in coming months, Gillette will begin the next phase of its learning journey by giving Gillette Treo samples to care homes, at-home caregivers and P&G employees who care for loved ones. These caregivers will share their insights to help the Gillette team further enhance TREO for launch and beyond.
The brand created powerful new film Handle with Care, which shares the story of Kristian Rex and his father. Winning several Lions at this year's Cannes International Festival of Creativity, the film offers a glimpse into the transformative potential of an innovative product like Gillette Treo.