Between 2015 and 2060, the population of 85+, which has the highest disability rate of any age group, is expected to increase from 6 to 18 million. Despite caregivers dedicating 24 hours per week on average to activities like grooming, the process is inefficient, high-risk, and uncomfortable for the elderly and their caregivers.
In over 100 years of razor innovation, thousands of razors have been designed for personal use... but zero have been designed for use on someone else. Grooming is one of the most important ways that men under care maintain normalcy and dignity, so Gillette saw the opportunity to drastically improve the assisted shaving experience.
The goal was to impact caregiving in a meaningful and long-lasting way with intuitive and tangible innovation: what would it look like if the razor was redesigned to be used on someone else? There were key functional issues to consider like handle ergonomics, blade economics, and skin prep, as well as personal ones, like dignity, usability, and comfort. Handle with Care was born, the first ever razor for shaving others. This initiative was Gillette’s commitment to making sure that all men, no matter their circumstances, can be their best, even when they need a little help.