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Gender neutral and sustainable safety razors

An extensive project working to design a range of products which improve upon the traditional and existing shaving products in order to make them more personal and sustainable.

Challenging societal ‘norms’ regarding products aimed at men and women. Identifying and unpicking these and really pushing forward to create a product which is suitable for use by all, no matter how you identify.

Taking a look at products aimed at men, women and ‘unisex’ products such as perfumes in order to identify and unpick these ideas. Honing in on the idea of mass-personalisation as a way to attract consumers.

Problem

Existing gender typologies and stereotypes are reinforced through societal expectation, history and lack of awareness of the issue at hand.. People want a product that is theirs, to know where the product has come from and ultimately are looking for a ‘green’ product.

Insights

The target market were often unsure as to what a safety razor was and if they were aware, they had their own associations of what using one entailed. Preconceptions included danger, ease of hurting themselves, typically very masculine, time and cost issues.

Solution

To design a range of products which improve upon the traditional and existing shaving products in order to make them more personal and sustainable. Looking at mass-personalisation as a way to attract consumers

Why now?

Gender and sustainability
are at the tip of the tongue; they are two extremely current issues. The prevalence of these issues has had a significant impact on consumer behaviours and patterns of consumption, but the cosmetics industry is still failing to meet these needs.

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