Gillette Razor Made For Caregiving Use Javascript must be enabled to use this site. Please enable Javascript in your browser and try again. × Search search POPULAR SEARCHES SUGGESTED LINKS Join AARP for just $9 per year when you sign up for a 5-year term. Get instant access to members-only products and hundreds of discounts, a free second membership, and a subscription to AARP the Magazine. Leaving AARP.org Website You are now leaving AARP.org and going to a website that is not operated by AARP. A different privacy policy and terms of service will apply.
Gillette Develops Razor for Assisted Shaving
New design for caregivers who shave others
The blade works with little to no water and protects skin from nicks and cuts. Courtesy of Gillette Get instant access to members-only products and hundreds of discounts, a free second membership, and a subscription to AARP the Magazine. For the nation’s 43.5 million caregivers — some 75 percent of whom shave a loved one or patient once every three to five days — The razor breakthrough may represent one of the first signs of hope in a task often fraught with difficulty. As America’s population continues to age, our basic needs are evolving and our reliance on others is increasing. The nation currently has about 46 million adults age 65 and older, but that number is expected to more than double, to 98 million-plus, by 2060. Gillette’s caregiving innovation adds a competitive twist to the global nearly $50 billion men’s grooming market, which has seen a plethora of discount newcomers — from Dollar Shave Club to Harry’s — threaten Gillette's century-old dominance. With TREO, Gillette, which is owned by Procter & Gamble, is tapping into a potentially massive market of older adults and caregivers worldwide who are searching for a reasonably comfortable shave. The product could be used in assisted living communities, residential care facilities, and, of course, by home caregivers. It all began with some heart-tugging social media comments (mostly on Twitter and Facebook) that Gillette noticed from adult children who are acting as caregivers for their parents. As a result, the company sent employees to observe shaving rituals at several nursing homes in and around London. “We realized we had to completely change the way we think about assisted shaving,” says Sushant Trivedi, global brand manager at Gillette. Flowers & Gifts 25% off sitewide and 30% off select items See more Flowers & Gifts offers > P&G executives won’t confirm this just yet, but with the TREO razor as an impetus, industry experts say that the company must be working on other , such as large-handled toothbrushes in its oral care division. The razor is still being tested in Gillette’s new-product labs and has no price tag yet. But its potential to improve lives is enormous, according to one brand analyst. “This is a great example of a brand being in touch with its audience,” says Peter Madden, CEO of the brand consultancy AgileCat. “I think it humanizes the brand on a new level and, if they execute the campaign in the most appropriate way, could drive new interest and usage in their razors.” It all comes down to numbers. Gillette estimates that more than 4,000 razors have been designed for people to shave themselves. Zero have been designed with the intent of shaving someone else — until now. AARP NEWSLETTERS %{ newsLetterPromoText }% %{ description }% Subscribe AARP VALUE & MEMBER BENEFITS See more Health & Wellness offers > See more Flights & Vacation Packages offers > See more Finances offers > See more Health & Wellness offers > SAVE MONEY WITH THESE LIMITED-TIME OFFERS