INFO

In 2008, Gillette aimed to capture the Indian razor market by launching Guard, a new, low-cost system razor that utilized one-bladed refill cartridges. Fast forward to 2020, Gillette sought to introduce an upgraded razor surpassing Guard's performance yet more affordable than Mach 3. This led to the launch of Guard 3, presenting a 3-bladed enhancement tailored to Indian consumers.

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We discovered that Indian consumers appreciate grip and texture in razor designs, which initially distinguished the Guard razor from its competitors. Additionally, Indian consumers have a unique way of holding razors. To enhance ergonomics, we introduced TPE on the underside and added a lubrastrip to the cartridge for extra comfort. Aesthetically, we retained key design details to create a cohesive family of forms.

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