TORONTO--(BUSINESS WIRE)--Today, Gillette is proud to introduce Gillette TREO™, the world’s first assisted shaving razor, to caregivers in Canada. TREO is specifically designed for a caregiver to shave someone else, allowing caregivers to provide a dignified shaving experience for their loved ones who, for whatever reason, are unable to shave themselves. Gillette was inspired by real-world conversations that revealed the need for a product like TREO. Gillette knows that caregivers take on a lot and hopes that TREO can help make a meaningful difference in their daily routines with their loved ones they are caring for.
“Gillette believes everyone has the right to look and feel their best,” said Jenny Seiler, Brand Director for Gillette Canada. “Shaving someone else can be a challenge, so we’re proud to be launching Gillette TREO in Canada to help caregivers provide a safe, comfortable and convenient shave for their loved ones.”
According to Statistics Canada, 1 in 4 people in Canada provide care or help to a family member or friend with a long-term health condition, a physical or mental disability or aging-related needs. Caregivers perform a variety of tasks that differ in terms of the level of intensity and the degree of emotional and physical demands. The types of care provided to family and friends include help with transportation needs, meal preparation and house cleaning1. Gillette recognizes that some caregivers may provide care by assisting with a variety of day-to-day personal care activities, including bathing and shaving, to help their loved ones live with dignity.
Gillette teamed up with SE Health through its online caregiver platform, Elizz.ca, which offers tools, tips and resources to Canadians who are caring for their aging parents. “At SE Health we are all about helping people live and age well at home. The Gillette TREO is a great example of making that happen” said Jeannie Soultanis, Director, Elizz Caregiver Programs, SE Health. Through its collaboration, Gillette and Elizz captured the real-life story of 92-year old Jim from Toronto receiving a shave from his daughter, Mary Lou, using TREO. The short film can be seen on Elizz’s social channels.
WHAT MAKES GILLETTE TREO™ DIFFERENT?
To ensure TREO meets the needs of caregivers, Gillette embarked on a pilot program in 2017 to put consumers’ experiences with TREO at the forefront of innovation. Insights gleaned from consumers informed Gillette final product packaging and instructions, making it simple to understand TREO’s purpose and how it is used.
Gillette TREO is a dramatic departure from a standard razor, driven by the very different needs of not one, but two, consumers – the caregiver and the individual getting the shave. Gillette TREO offers control, safety and comfort for a caregiver when providing shaving assistance through its most notable features:
- THE BLADE – The Gillette blade is equipped with a safety comb to help protect against nicks and cuts, with an open design to prevent clogging.
- THE HANDLE – Unlike traditional razors, the Gillette TREO’s special handle operates like a paintbrush, with a unique divot for control and comfort for caregivers and those being cared for.
- THE SHAVE GEL – Built into the handle, the special non-foaming gel does not require water for the shave. The gel hydrates the hair and lubricates the skin for a comfortable, mess-free shave, and can also be used as an aftershave.
Since its founder King C. Gillette changed the way men shave forever, innovation has been an important part of Gillette’s heritage. Through the years, Gillette has worked to improve the shaving experience and stay focused on the needs of all consumers. It is this rich history of innovation that has made Gillette a brand that has stood the test of time for well over a century – one that is trusted by over 800 million consumers around the world.
Gillette TREO is available in the men’s shaving aisle at drugstores across Canada including Shoppers Drug Mart and Rexall. The suggested retail price for a Gillette TREO 4-count pack is $12.99 and Gillette TREO 8-count pack is $22.99.
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Notes to Editors
1 Statistics Canada, General Social Survey (Caregiving and Care Receiving), 2018.