In October 2017, Gillette introduced TREO, the world’s first razor specifically designed for shaving someone else.
Between 2015 and 2060, the population of 85+, which has the highest disability rate of any age group and is highly susceptible to illnesses such as Alzheimer’s and dementia, is expected to increase from 6 to 18 million. Despite caregivers dedicating 24 hours per week on average to activities like grooming, the process is inefficient, high-risk, and uncomfortable for both men under care and their caregivers. With grooming serving as one of the most important ways that men under care maintain normalcy and dignity, we identified an opportunity to drastically improve the assisted shaving experience.
We wanted to impact caregiving in a meaningful and long-lasting way with intuitive and tangible innovation. The idea was simple: Thousands of razors have been designed for inward use on one’s own face. But what would it look like if we redesigned the razor for use on someone else’s face?
Handle With Care came to life in three phases: First, we created a razor that makes assisted shaving easier, safer, and more comfortable for men under care and their caregivers. Next, we made products and education available to those who need them the most via targeted outreach and online sampling efforts. Finally, we documented the lives of caregivers and men under care and Gillette’s journey to revolutionizing assisted shaving as a reminder that grooming is deeply emotional and relevant to all men at all life stages.