Gillette recently designed and engineered TREO™ – the world’s
first ever assisted shaving razor – to offer a comfortable and
dignified shaving experience for the millions of men and women of
all ages who, for whatever reason, are unable to shave themselves.
Now, the brand is announcing the next step in TREO™’s learning
journey: starting today and while supplies last, U.S. and UK
consumers are invited to request a product sample to trial via a
new website: www.gillettetreo.com.
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the full release here:
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With its pilot phase kicking off today,
Gillette invites U.S. consumers to visit www.gillettetreo.com to
request to trial TREO™ – the world’s first ever assisted shaving
razor, offering a more comfortable shaving experience for all those
unable to shave themselves. (Photo: Business Wire)
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 TREO™ product experience – at
launch and beyond.
For the millions needing assistance with day-to-day living,
personal care is an important part of maintaining normalcy,
confidence, and dignity. However, as part of this, the shaving
process can often be a daunting, messy, and difficult task.
Ultimately, it’s a problem that impacts a significant portion of
the population in the U.S. According to research from Gillette’s
partner American Society of Aging, over 8 million older adults in
the U.S. receive assistance with activities of daily living –
including shaving – from family or professional caregivers
annually1, and over 34.2 million Americans have provided basic care
to adults over 50 years or older in the past year2.
In fact, Google estimates that tens of thousands of
conversations happen about the demands of everyday caregiving3.
Inspired by real world conversations just like these, Gillette
began its journey of developing and researching a product to
address this very emotional consumer need.
“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 Research & Development, 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.”
WHAT MAKES GILLETTE TREO™ DIFFERENT
During the course of this journey, Gillette discovered a
surprising fact – based on U.S. patent filings, over 4,000 razors
have been designed for the purpose of shaving yourself, but zero
have been specifically engineered for shaving another individual.
The team set out to change this. Tapping into rich consumer
insights and working closely with caregivers and industry
professionals, early prototypes were evolved to get to the Gillette
TREO™, a razor uniquely designed for assisted shaving.
The Gillette TREO™ is a dramatic departure from a standard
razor, driven by the very different needs of not one, but two,
consumers – the caregiver and the individual getting the shave.
“When researching the project, the first step was to visit a
care facility to see how the assisted shaving experience is
different when compared to how we shave ourselves,” said Matthew
Hodgson, TREO™’s lead designer at Gillette. “Very quickly, we
noticed big differences and big difficulties. For example, we
realized the ergonomics of the handle and direction of the blade
completely change when turned to shave another person, and thus a
complete redesign would need to be engineered.”
The team then designed a new solution with a range of features
designed to address the biggest differences:
- THE BLADE – Designed to make the
shave safe and help prevent clogging.
- THE HANDLE – Unlike traditional
razors, the Gillette TREO™’s special handle operates like a
paintbrush, with a unique divot for control and comfort for
caregivers and those being cared for.
- THE SHAVE GEL – Built into the
handle, the special gel hydrates the hair and lubricates the skin
for a comfortable, mess-free shave.
The Gillette TREO assisted shaving razor has been engineered to
provide control, safety and comfort.
Since its founder King C. Gillette changed the way men shave
forever, innovation has been an important part of Gillette’s
heritage. Through the years, Gillette has worked to improve the
shaving experience and stay focused on the needs of all consumers.
It is this rich history of innovation that has made Gillette a
brand that has stood the test of time for well over a century – one
that is trusted by over 750 million consumers around the world.
To trial a sample of Gillette TREO™ on a loved one or within a
care setting, please request a sample at www.gillettetreo.com.
To learn more about the story of Gillette TREO™, view the
‘Handle with Care’ video at www.YouTube.com/Gillette
- winner of seven Cannes Lions awards.
Notes to Editors
1 CDC “Long-Term Care Services in the United States 2013
Overview”2 Family Caregiver Alliance. Caregiver Statistics
Demographics 20163
https://www.google.com/search?q=demands+of+everyday+caregiving
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
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Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please
visit http://www.pg.com for the latest news and
information about P&G and its brands.
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version on businesswire.com: http://www.businesswire.com/news/home/20171017006268/en/
Ketchum on behalf of Gillette/P&G[U.S.] Haiwen Lu,
Haiwen.Lu@ketchum.com[UK] Juliet Lewis,
Juliet.Lewis@ketchum.com
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