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小心处理
案例简介：执行 我们与吉列创新和研究与设计专家合作，为护理中的男性、护理人员及其特定的美容需求设计了剃刀; 定制包括: 用草皮取代传统的棍子手柄，以获得更大的护理舒适性和控制力; 一种经济高效的刀片，用于防止感染的一次性使用;以及内置润滑手柄，无需使用凌乱的剃须膏或难以移动到水槽。为了帮助告知设计，我们招募了护理人员来测试产品并分享他们的反馈。把产品交到最需要的人手中我们发起了有针对性的外联活动，并推出了一个网页，允许感兴趣的各方注册了解吉列新的辅助剃须解决方案的最新情况。该页面以一部短片为特色，讲述了一个男人照顾他年迈的父亲，以强调激发 “处理与护理” 倡议的挑战。 概要 在 2015 至 2060 之间，85 岁以上的人口是所有年龄组中残疾率最高的，并且极易患阿尔茨海默氏症和痴呆症等疾病, 预计将从 6 个增至 1800万个。更不可思议的是那些努力工作、经常被低估的男人和女人的故事，他们牺牲了太多来照顾老人。尽管护理人员每周平均投入 24 小时从事美容等活动，但这一过程效率低下、风险高，对护理中的男性和护理人员来说都不舒服。在 100 多年的剃须刀创新中，成千上万的剃须刀被设计用于个人使用.但是 0 被设计用于其他人。美容是男性保持正常和尊严的最重要方式之一，我们发现了一个与吉列合作的机会，以大幅改善辅助剃须体验。 相关性 吉列一直认为，“一个人能得到的最好的” 是当他看起来和感觉最好的时候，而 “小心处理” 倡议确保了所有的男人，无论他们的情况如何, 我可以这么做。吉列致力于有意义的、类别重新定义的创新，重新考虑了剃刀的设计，并专门为护理中的男性及其照顾者设计了剃刀。通过解决他们以前未满足的需求，吉列的目标是让辅助剃须成为一种更容易、更安全、更舒适、更有尊严的体验。 战略 到 2060，85 岁以上的人口预计将从 6 人增加到 1800万人，在 100 多年的剃须刀创新中，成千上万的剃须刀被设计用于个人使用, 但是从来没有人被设计用于其他人。美容是受护理的男性保持正常和尊严的最重要方式之一，我们发现了一个大幅改善辅助剃须体验的机会。我们完全重新考虑了传统的剃须刀设计 -- 从向内的棍子手柄设计到像画笔一样工作的面向外部的草皮。定制包括: 一个更好的护理舒适和控制的草皮; 一个具有成本效益的刀片，用于防止感染; 和一个内置润滑手柄, 不需要凌乱的剃须膏或难以移动到水槽。 结果 对宝洁来说，新产品的实施、设计和制造非常复杂，可能需要多年的开发; 然而, 由于小心处理背后的强大想法和它创造的激情，这个过程在前所未有的 18 个月内完成了 -- 从概念到市场发布。吉列 Treo (将在市场上被称为)，受到了世界各地护理人员和护理社区的压倒性积极回应，成千上万的人要求试用该产品。我们收到了强烈的积极反馈，剃须刀具有变革性，极大地帮助剃须体验更容易、更无缝、更体面。 活动描述 我们希望通过直观和有形的创新，以有意义和持久的方式影响护理。这个想法很简单: 成千上万的剃须刀被设计用于自己的脸上。但是，如果我们重新设计剃刀，在别人脸上使用，会是什么样子？我们需要解决功能问题，比如处理人体工程学、刀片经济学和皮肤准备，以及个人问题，比如尊严、可用性和舒适性。总而言之，“小心处理” 倡议象征着吉列致力于确保所有人，无论他们的情况如何，都能做到最好。
小心处理
案例简介：Execution 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. Synopsis Between 2015 and 2060, the population of 85+, which has the highest disability rate of any age group and is highly susceptible to illnesses such as Alzheimer’s and dementia, is expected to increase from 6 to 18 million. Even more incredible are the stories of the hard-working, often underappreciated men and women 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. With grooming serving as one of the most important ways that men under care maintain normalcy and dignity, we identified an opportunity to partner with Gillette to drastically improve the assisted shaving experience. Relevancy Gillette has always believed that “The Best A Man Can Get” is when he looks and feels his best, and the Handle with Care initiative ensures that all men, no matter their circumstances, can do just that. With a commitment to meaningful, category-redefining innovation, Gillette rethought razor design and created a razor specifically for men under care and their caregivers. By addressing their previously unmet needs, Gillette aims to make assisted shaving an easier, safer, more comfortable, and more dignified experience. Strategy By 2060, the population of 85+ is expected to increase from 6 to 18 million and in 100+ years of razor innovation, thousands of razors have been designed for personal use, but none had ever been designed to use on someone else. With grooming serving as one of the most important ways that men under care maintain normalcy and dignity, we identified an opportunity to drastically improve the assisted shaving experience. We completely rethought traditional razor design – going away from the inward stick handle design to an outward facing divot, that operates like a paintbrush. Customizations included: a divot for greater caregiver comfort and control; a cost-effective blade intended for single use to prevent against infection; and a handle with built-in lubrication, eliminating the need for messy shaving cream or a difficult move to the sink. Outcome For Procter & Gamble, the implementation, design, and manufacturing of a new product is incredibly complex and can require years of development; however, due to the powerful idea behind Handle with Care and the passion it created, the process was accomplished – from concept to in-market launch – in an unprecedented 18 months. The Gillette Treo (as it will be called in market), was met with an overwhelmingly positive response from caregivers and the caregiving community around the world, with thousands of requests to try the product. We received strong positive feedback that the razor is transformative and significantly helped make the shaving experience easier, more seamless, and more dignified. CampaignDescription We wanted to impact caregiving in a meaningful and long-lasting way with intuitive and tangible innovation. The idea was simple: Thousands of razors have been designed for inward use on one’s own face. But what would it look like if we redesigned the razor for use on someone else’s face? We’d need to address functional issues, like handle ergonomics, blade economics, and skin prep, as well as personal ones, like dignity, usability, and comfort. All in all, the Handle with Care initiative symbolizes Gillette’s commitment to making sure that all men, no matter their circumstances, can be their best.
Handle with Care
案例简介：执行 我们与吉列创新和研究与设计专家合作，为护理中的男性、护理人员及其特定的美容需求设计了剃刀; 定制包括: 用草皮取代传统的棍子手柄，以获得更大的护理舒适性和控制力; 一种经济高效的刀片，用于防止感染的一次性使用;以及内置润滑手柄，无需使用凌乱的剃须膏或难以移动到水槽。为了帮助告知设计，我们招募了护理人员来测试产品并分享他们的反馈。把产品交到最需要的人手中我们发起了有针对性的外联活动，并推出了一个网页，允许感兴趣的各方注册了解吉列新的辅助剃须解决方案的最新情况。该页面以一部短片为特色，讲述了一个男人照顾他年迈的父亲，以强调激发 “处理与护理” 倡议的挑战。 概要 在 2015 至 2060 之间，85 岁以上的人口是所有年龄组中残疾率最高的，并且极易患阿尔茨海默氏症和痴呆症等疾病, 预计将从 6 个增至 1800万个。更不可思议的是那些努力工作、经常被低估的男人和女人的故事，他们牺牲了太多来照顾老人。尽管护理人员每周平均投入 24 小时从事美容等活动，但这一过程效率低下、风险高，对护理中的男性和护理人员来说都不舒服。在 100 多年的剃须刀创新中，成千上万的剃须刀被设计用于个人使用.但是 0 被设计用于其他人。美容是男性保持正常和尊严的最重要方式之一，我们发现了一个与吉列合作的机会，以大幅改善辅助剃须体验。 相关性 吉列一直认为，“一个人能得到的最好的” 是当他看起来和感觉最好的时候，而 “小心处理” 倡议确保了所有的男人，无论他们的情况如何, 我可以这么做。吉列致力于有意义的、类别重新定义的创新，重新考虑了剃刀的设计，并专门为护理中的男性及其照顾者设计了剃刀。通过解决他们以前未满足的需求，吉列的目标是让辅助剃须成为一种更容易、更安全、更舒适、更有尊严的体验。 战略 到 2060，85 岁以上的人口预计将从 6 人增加到 1800万人，在 100 多年的剃须刀创新中，成千上万的剃须刀被设计用于个人使用, 但是从来没有人被设计用于其他人。美容是受护理的男性保持正常和尊严的最重要方式之一，我们发现了一个大幅改善辅助剃须体验的机会。我们完全重新考虑了传统的剃须刀设计 -- 从向内的棍子手柄设计到像画笔一样工作的面向外部的草皮。定制包括: 一个更好的护理舒适和控制的草皮; 一个具有成本效益的刀片，用于防止感染; 和一个内置润滑手柄, 不需要凌乱的剃须膏或难以移动到水槽。 结果 对宝洁来说，新产品的实施、设计和制造非常复杂，可能需要多年的开发; 然而, 由于小心处理背后的强大想法和它创造的激情，这个过程在前所未有的 18 个月内完成了 -- 从概念到市场发布。吉列 Treo (将在市场上被称为)，受到了世界各地护理人员和护理社区的压倒性积极回应，成千上万的人要求试用该产品。我们收到了强烈的积极反馈，剃须刀具有变革性，极大地帮助剃须体验更容易、更无缝、更体面。 活动描述 我们希望通过直观和有形的创新，以有意义和持久的方式影响护理。这个想法很简单: 成千上万的剃须刀被设计用于自己的脸上。但是，如果我们重新设计剃刀，在别人脸上使用，会是什么样子？我们需要解决功能问题，比如处理人体工程学、刀片经济学和皮肤准备，以及个人问题，比如尊严、可用性和舒适性。总而言之，“小心处理” 倡议象征着吉列致力于确保所有人，无论他们的情况如何，都能做到最好。
Handle with Care
案例简介：Execution 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. Synopsis Between 2015 and 2060, the population of 85+, which has the highest disability rate of any age group and is highly susceptible to illnesses such as Alzheimer’s and dementia, is expected to increase from 6 to 18 million. Even more incredible are the stories of the hard-working, often underappreciated men and women 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. With grooming serving as one of the most important ways that men under care maintain normalcy and dignity, we identified an opportunity to partner with Gillette to drastically improve the assisted shaving experience. Relevancy Gillette has always believed that “The Best A Man Can Get” is when he looks and feels his best, and the Handle with Care initiative ensures that all men, no matter their circumstances, can do just that. With a commitment to meaningful, category-redefining innovation, Gillette rethought razor design and created a razor specifically for men under care and their caregivers. By addressing their previously unmet needs, Gillette aims to make assisted shaving an easier, safer, more comfortable, and more dignified experience. Strategy By 2060, the population of 85+ is expected to increase from 6 to 18 million and in 100+ years of razor innovation, thousands of razors have been designed for personal use, but none had ever been designed to use on someone else. With grooming serving as one of the most important ways that men under care maintain normalcy and dignity, we identified an opportunity to drastically improve the assisted shaving experience. We completely rethought traditional razor design – going away from the inward stick handle design to an outward facing divot, that operates like a paintbrush. Customizations included: a divot for greater caregiver comfort and control; a cost-effective blade intended for single use to prevent against infection; and a handle with built-in lubrication, eliminating the need for messy shaving cream or a difficult move to the sink. Outcome For Procter & Gamble, the implementation, design, and manufacturing of a new product is incredibly complex and can require years of development; however, due to the powerful idea behind Handle with Care and the passion it created, the process was accomplished – from concept to in-market launch – in an unprecedented 18 months. The Gillette Treo (as it will be called in market), was met with an overwhelmingly positive response from caregivers and the caregiving community around the world, with thousands of requests to try the product. We received strong positive feedback that the razor is transformative and significantly helped make the shaving experience easier, more seamless, and more dignified. CampaignDescription We wanted to impact caregiving in a meaningful and long-lasting way with intuitive and tangible innovation. The idea was simple: Thousands of razors have been designed for inward use on one’s own face. But what would it look like if we redesigned the razor for use on someone else’s face? We’d need to address functional issues, like handle ergonomics, blade economics, and skin prep, as well as personal ones, like dignity, usability, and comfort. All in all, the Handle with Care initiative symbolizes Gillette’s commitment to making sure that all men, no matter their circumstances, can be their best.
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