PROCTER & GAMBLE
Chinese consumers think that wet shaving is old fashioned. Innovia recommended communication strategies for Gillette's advertising campaign…
Modelling shaving to design better razors
The shaving industry is a highly competitive field, led by Procter & Gamble's Gillette brand. Shaving has to deliver contradictory benefits, such as closeness and comfort, that depend on the subtle interplay of many physical parameters. P&G asked Innovia to help it navigate this complex design space.
Working with P&G's team, Innovia used first-principles scientific analysis to model key aspects of shaving. In tackling this challenge we used analytical tools to complement P&G's computational and experimental methods. Our "pencil and paper" based models captured the richness of shaving and illuminated underlying drivers of performance. This quantitative approach enabled P&G's scientists to predict future behaviour for a wide range of design parameters.
P&G is continuing to use Innovia's insights and models to support development of future products.