Handle with Care

By Grey, New York, USA

For Procter & Gamble Brand Gillette

Winner in category Advertising

In subcategory Promo & Activation

WPPED Cream
WPPED Cream
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Project Description
From 2015 to 2060, the population of 85+, which has the highest disability rate of any age group and is highly susceptible to illnesses like Alzheimer’s and dementia, is expected to increase from 6 to 18 million. Even more incredible are the stories of the hard-working, often under-appreciated individuals who sacrifice so much to care for the elderly. 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.
In over 100 years of razor innovation, thousands of razors have been designed for personal use ... but 0 have been designed for use on someone else. Gillette has always believed that The Best A Man Can Get is when he looks and feels his best, and with grooming serving as one of the most important ways men under care maintain normalcy and dignity, Grey New York and Gillette identified an opportunity to drastically improve assisted shaving.
Agency Solution
Partnering with experts in Gillette Innovation and Research & Design, we engineered a razor for men under care, caregivers, and their specific grooming needs; customizations included: replacing the traditional stick handle with a divot for greater caregiver comfort and control; a cost-effective blade intended for single use to prevent infection; and a handle with built-in lubrication, eliminating the need for messy shaving cream or a difficult move to the sink. To help inform the design, we enlisted caregivers to test the product and share their feedback.
To get products into the hands of those who needed them the most, we initiated targeted outreach to care homes and launched a webpage to allow interested parties to sign up for updates about Gillette’s new assisted shaving solution. The page features a short film of a man caring for his elderly father to highlight the challenges that inspired the Handle with Care initiative.
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