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Gillette’s Treo assisted-shaving razor enters pilot phase


BOSTON — Gillette’s Treo razor, developed specifically for assisted shaving, is entering a new phase of its journey to shelves. The company now is inviting consumers in the United States and UK to request a product sample via the Treo website, and the razor will be undergoing a three-month pilot phase in various professional care home and institutions, with Gillette providing samples and recording feedback to refine the product ahead of its launch and after.

The razor was designed with the needs of a caregiver in mind, with a blade designed to make the shave safe and prevent clogging, a handle that allows it to be operated like a paintbrush and shave gel built into the handle.

“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,” Treo lead designer at Gillette Matthew Hodgson said. “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.”

More than 8 million older adults in the United States receive assistance with daily living activities, according to the Centers for Disease Control and Prevention. A 2016 report from AARP about caregivers and technology estimated that the caregiver market opportunity would reach roughly $72 billion by 2020, and that 71% of caregivers said they were interested in technology that would support their caregiving tasks.

“When we spoke with our partners … 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,” Procter & Gamble VP research and development for global grooming Melissa Monich said. “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.”

To request a sample, click here.

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