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Grooming for Seniors

Grooming for Seniors

Gillette's handle with care message.


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. Some statistics:
  • Over 75% of caregivers today shave loved ones and patients every 3–5 days, with over 60% using disposable razors.
  • In the UK, when asked how care and support services helped them, the most common answers among people age 65 and over were related to personal care services (like assisting with shaving).
  • In the U.S., 1.5 million (3.2%) of the 65+ population in 2014 lived in nursing homes or care facilities.
Armed with this data, Gillette researchers began developing and researching a product that would address this unmet need. Using lean innovation principles and an agile team that worked outside P&G’s standard development and prototyping processes, they developed Gillette Treo, the first product ever designed for assisted shaving.
This new video, Handle with Care, 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.
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