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Gillette Pilots Razor Maker Concept

October 18, 2018

Gillette is piloting a new concept designed to personalize the shaving experience in entirely new ways. Dubbed Razor Maker: powered by Gillette, this new platform leverages technology from 3D-printing powerhouse Formlabs to offer a series of customizable 3D-printed handles, matching advanced manufacturing with consumers’ desire to have completely unique and personalized products.

“Gillette is in the business of helping men look, feel and be their best, and that means giving them access to grooming options that not only meet their shaving needs, but also match their lifestyle, look and budget,” said Pankaj Bhalla, Director, Gillette & Venus North America. “Earlier this year we introduced a range of new razor products and declared that ‘one size’ does not fit all men when it comes to razors. The Razor Maker™ pilot furthers our commitment to place power in the hands of consumers and literally have them custom-make their razors exactly the way they want them – tailored to their grooming preference, budget, look, color and style. This is one of the many ways we are fulfilling our commitment to being The Best A Man Can Get.”

Razor Maker™ is an exciting concept making a limited quantity of 3D-printed razor handles available to U.S. consumers. As a brand long known for its premium quality razor blades, the addition of customizable razor handles is a natural extension for the company. Each Razor Maker™ handle is printed at Gillette’s Boston headquarters using stereolithography (SLA) printing technology from Formlabs, a Boston-area company that designs and manufactures powerful and accessible 3D-printing systems.

Consumers can create their own 3D-printed razor handle by visiting http://razor-maker.com. Once there, visitors choose from a range of 48 designs so intricate they can only be produced using 3D-printing technology. After selecting the handle, consumers personalize it further by choosing from seven color options (black, white, red, blue, green, grey and chrome) and by adding text to the design. Handles can accommodate either Gillette’s MACH3 or Fusion5 ProGlide razor cartridges.

“Mass customization with 3D printing is finally becoming a reality for consumers to experience end-use printed products,” said Dávid Lakatos, Chief Product Officer of Formlabs. “Historically, 3D printing has been involved in the development or manufacturing processes for most products people interact with every day, but consumers have had little interaction with 3D printing itself. We’re thrilled to be partnering with Gillette. These new custom razor handles are the next step towards changing that dynamic and getting 3D-printed products directly into the hands of consumers.”

Guys designing custom handles with Razor Maker™ can expect to receive their fully personalized orders in 2-3 weeks. Handles are priced starting at $19 for a partially 3D-printed handle with a black rubberized grip, and $25 for a fully 3D-printed handle. Chrome handles will be $39 and $45, respectively. Each handle will come with one razor cartridge, and customers can choose to order four additional cartridges for $15.

Earlier this year, Gillette On Demand also expanded its online offering to include the ability to personalize a ProShield razor handle ordered through the site. Those choosing to gift Gillette blades to a loved one, or ordering a new subscription for themselves, can log on and add photos, text or other graphics to their handle design during the normal ordering process. The site features an array of more than 200 pre-populated graphic options, in addition to the photos and text users can upload to make the design their own. Each handle is then printed and assembled in Gillette’s Andover, Mass., plant before being shipped directly to the recipient. When ordering as a gift, one personalized ProShield handle and four razor cartridges is priced at $25. When the personalization is ordered as part of a recurring subscription for Fusion5 ProShield blades ($20 per delivery), the customization is complimentary.

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