Gillette: Handle with care

Gillette, a razor and shaving products brand, created the TREO razor in the UK to bring a better experience to men who can no longer shave for themselves.
  • Gillette wanted to bring more emotional value to its brand, delivering more than functional superiority.
  • There have been more than 4,000 razors designed to shave yourself, but there have been no razors designed to help you shave another person, which may be needed for sons becoming caregivers to their fathers in old age.
  • The brand launched TREO, the world's first razor designed for assisted shaving, which has been designed the other way around, to be a "third person" razor.
  • After launching to a small run of people for testing, 27% of consumers are repurchasing the product after...

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