Brief
I propose an improvement to the ritual that is shaving. Shaving ones beard is very solemn routine men do on a regular daily basis, an irregular weekly schedule or maybe they do it only for special occasions. I think it’s time to give this age-old tradition a more manly design. I want to celebrate the history, the men and their beards by bringing back the Safety Razor from its retirement.
Todays packaging looks to be inspired by fast, modern sport cars, giving the impression that shaving is something that should be done in a jiffy. The packaging targets men in their mid-lives-crisis driving a Porsche that tries to look half their age and pick up girls a third. The suggested change to that approach is to make shaving a more sophisticated activity, a more luxurious treatment you give yourself to boost your self-esteem. Make it a time where you can reflect and enjoy. In addition, for the youth shaving is an initiation to adulthood, boys should be given a way to grow up and becoming gentlemen. Also we should pay tribute to the previous generations that have made way and given us the possibilities we have today.
The way consumers buy their products today is changing, for many it has become more important with quality than a low price. A good value product is a thing with a long lifespan that is made of high quality materials and is produced in a conscious manner. It is more economic to buy a razor that you can have for years than to buy a cheaper new one every year. The razor blade cartridges are unreasonably expensive when you can buy single razor blades for a fraction of the price. Durability and quality is back in consumer’s minds, price is no longer king.
When the Safety Razor where introduced in the beginning of the 20th century it radically changed the way men shaved. Gillette was part of this shaving revolution from the beginning and have played a major role in development ever since. Over the years we have seen the evolution from the cutthroat barbers to safety razors, bringing shaving to mans own bathrooms. We saw the coming of disposable blades and to reduce injury the razor cartridges. In 1974 the whole razor became disposable marking and end to an era. When the space race was won with a man on the moon we got the almost as important blade race where more blades and comfort where put in, culminating in the current 5+1 vibrating blade system.
