Gillette launches assisted shaving razor

US – As America’s population ages, Gillette is demonstrating its benevolent side with the launch of its new TREO razor for care-givers.

Created by Grey New York, the tv ad, Handle With Care, which won multiple awards at Cannes Lions 2017, follows Kristian Rex as he cares for his elderly father, who has been left incapacitated by a stroke.

The blade provides a safer assisted shave and is designed to work with less water, as many elderly men are shaved outside of the bathroom. It also incorporates the shaving gel within the handle. The impetus for the new product came after Gillette noticed numerous social media conversations detailing the difficulties faced by care-givers when shaving their loved ones.