Gillette5
Company Gillette
Introduction Date January 1, 2018
Project Website https://gillette.com/en-us/products/razors-trimmers-and-blades/gillette3-gillette5-razors/gillette5-razor
Why is this project worthy of an award?
One Size does not fit every man. That’s true with everything from razors to clothes. And it is why Gillette offers a wide range of products – so every guy can get a comfortable shave at a comfortable price, regardless of his style, skin needs or budget. The introduction of the brand new Gillette5 – a price conscious, but high-quality five-bladed razor option – is the manifestation of this strongly held Gillette belief. A man will spend more than 1,000 hours of his life shaving. It’s not a place guys want to have to make trade-offs between quality and price. Guys of every shaving preference and budget deserve to benefit from the years of research and innovation Gillette has undertaken, and that’s never been more true than with Gillette’s new product: Gillette5. The Gillette5 features Gillette’s exceptional legacy blade technology and a NEW Aqua Grip handle – not available on any other products – for strong grip and total control, even when wet. Gillette did its homework, listening to input and feedback from thousands of men to inform their innovation and pricing decisions leading to the design and production of the Gillette5. Research showed that nearly a fifth of men are looking for a high-quality refillable razor below $10, and the brand didn’t believe these men were happy with the quality of existing competitors’ options. To meet the needs of the growing number of men who want truly high-quality refillable razors for a lower price, Gillette introduced the new Gillette5. Priced at just $7.99, the Gillette5 features Gillette’s exceptional legacy blade technology in a streamlined model to give guys the comfortable shave they want at the comfortable price they want.
What else would you like to share about your design? Why is it unique and innovative?
Gillette knows that all men are different. But no matter a man’s preferences, there’s a trusted Gillette razor for him. From different hair and skin types to different lifestyles, budgets, personality or interests, Gillette is the only brand offering guys trusted options to meet all of their needs. Men no longer have to make a choice between quality and value – they can have both with Gillette – regardless of what they want to spend. As a result, Gillette has made a commitment to bring its best and most innovative technology to razors at every budget. In November 2017, Gillette announced its most comprehensive innovation bundle ever, with five outstanding grooming solutions to delight consumers across a wide range of price points, including the Gillette5. For under $10, the Gillette5 provides the trusted quality of Gillette at an unbeatable value for men. Gillette5 delivers an ultra-close and comfortable shave with 5 Atomic Carbon and Telomer coated blades for blade durability and better comfort. The Gillette5 also features a new soft 360° Aqua Grip™ handle that provides a strong grip and total control, even when wet. The razor features a Lubrication Strip that helps the Gillette5 glide across skin smoothly with comfort. The Gillette5 has a Front Pivot that transfers pressure of the hand away from the blades for better skin comfort. Additionally, 15 Soft Microfins gently stretch the skin to create a smooth, even surface for the blades to glide over. Priced at just $7.99, this five-bladed razor allows guys to enjoy Gillette’s unparalleled blade quality at a keenly competitive price.
Who worked on the project?
Jenny Su, R&D Group Leader, Products Research Robert Johnson – Principal Engineer Stephen Witkus – Product Design Engineer Ben Tranguch - Initiative Leader Shilpa George – Process & Engineering Technical Leader Andre Texier – Brand Manager Natalie DeVarona, R&D Engineer, Products Research
View the project video: https://vimeo.com/ketchumstudios/review/245081407/53bbee5858
Gillette On Demand
Why is this project worthy of an award?
As a world leader in men’s grooming, Gillette is a brand that can really set things in motion. In 2015, Gillette launched its Gillette Shave Club to play in the attractive online subscription space that was seeing promising growth – and an increasingly competitive landscape. While online subscription boxes in the grooming space, including Gillette’s own Shave Club, painted themselves as the height of simplicity, they had a fatal flaw: Blade Backlog. Extensive research with Gillette’s own shave club customers and among men broadly uncovered clear opportunities to improve the subscription-only approach: more flexible purchase options, easier ways to order, and enhanced value for Gillette’s high-quality blades. A 2015 Nielsen Homescan study, for example, found that 41% of guys who decided to leave traditional shave clubs said they were getting more blades than they needed. That frustration is a thing of the past thanks to Gillette® On Demand™’s industry-first as-needed ordering option – which can be done by sending a one-word text message. Gillette turned to men themselves to determine just which options matter most when they shop online. The company’s research led directly to the features and benefits of the new Gillette® On Demand including: Flexibility: Having a choice between buying as-needed or scheduled deliveries gives men the flexibility that many of them have asked for. Ease of Ordering: The new Gillette® On Demand™ service lets guys quickly order and reorder blades on-demand using a new website, by email or with a one-word text message. This industry-first SMS reorder service allows guys registered for as-needed shipments to trigger their next delivery by texting “BLADES” to BLADES (252-337). It’s that simple. Customization: For subscription orders, customers have the flexibility to fully customize a delivery schedule that meets their unique grooming style. Guys can opt to auto-set a delivery that arrives at any cadence they choose – and it can be changed or canceled at any time. Savings: Subscribers for the service get every 4th order free plus free shipping on their deliveries. Those are meaningful savings guys expect to see from subscription services, and Gillette delivered. In 2017, Gillette Shave Club became Gillette On Demand, fueled by an industry-first innovation that allowed customers to text their reorders on their smartphones. With the touch of a finger, Gillette customers could get just the blades they need. There’s no back and forth with customer service, no entering of shipping or payment information. It was that simple. Guys have responded extremely well to this new introduction, and especially to the design features that make ordering blades on their terms easier than with any other service on the market.
What else would you like to share about your design? Why is it unique and innovative?
Gillette On Demand marks the company’s first direct-to-consumer service, delivering the company’s highest quality blades straight from Gillette facilities to men’s doorsteps in about 2-3 business days. But what makes a blade “the best” varies from guy to guy – that’s why Gillette On Demand offers a wide range of products available at price points men will be pleasantly surprised by. And more importantly, we make these blades available to guys in multiple ways thanks to the flexibility of Gillette On Demand. Gillette is the first men’s grooming company that allows customers to text their online re-orders, as well as the first men’s grooming company to offer a service that gives guys the choice between on-demand/ as-needed ordering, or a fully customizable subscription.
Who worked on the project?
Falguni Desai - Associate Commercial Director Christine Liguzinski - e-Commerce Finance Group Manager Lucia Eversley – Program Manager Ranjith Mathew - Supply Chain Directory Frank Gordon - Global Fulfillment Manager Danny Kirkland - Delivery and Operations Manager Christopher Dubois - Marketing Technologist Marisa Antonevich – Marketing Specialist
View the project video: https://www.youtube.com/watch?v=DaqO3xhFaxg
GOOD.B Family of Magical Goods
Company GOOD.B
Introduction Date May 10, 2018
Project Website https://www.dropbox.com/sh/5fa6oo19r1bxgp8/AAA2ChVSNWbtV04SlZSrJhU5a?dl=0
Why is this project worthy of an award?
The GOOD.B Family of Magical Goods is worthy of an award because the coverage and exposure from IBD will allow GOOD.B access to the right brand partners who can help bring my entire portfolio to market, so that we can change the lives of millions.
What else would you like to share about your design? Why is it unique and innovative?
My life’s work is vast and inseparable spanning many industries. Touching on a few items… The convertible outerwear will make the changing and unpredictable weather more bearable, while also allowing the masses to buy less – each product is a 2 for 1 bargain. The convertible jacket will serve most as it covers the user for the spring, summer and fall seasons -- please note this jacket was launched on www.betabrand.com in August of 2017. The entire apparel line covers the streetwear, fan wear, work wear, rural and high-end fashion markets: ---- The goggle hats and hoodie/masks will keep NFL and NCAA fans in the stands longer and provide eye and facial protection to inner city dwellers that would not typically carry ski goggles or a neck gator. ---- The hoodie can also be worn as work wear for a job cite or in the field. ---- The cowboy hat with the built-in mask will also provide ranchers with protection from the elements. ---- All of the pieces can be worn by models on the runway (male or female) – picture a model pulling the sleeves off the jacket or the legs of the pants as they come down the runway. Or picture them wearing the bold goggle hat leaving the lens resting above atop of their foreheads. Not only is all the convertible apparel functional, but also it has a built in magic, that allows the user and onlookers to smile as the pieces transform. The transformation of these items makes them highly shareable via social media. ---- 2 patents have been issued on this line and 3 more are pending. As a product of the 90’s I was used to seeing big, bold clothing movements or trends. In regard to moving pieces or change in function, this line might be one of the last bold statements in apparel – putting aside wearable technology. Further, the medical mask will save lives in disaster zones and 3rd world countries. Typical medical masks (with the side sting loops) don’t always fit right as they tend to slip or fall down. The GOOD.B medical mask allows for quick, accessible secure fit from the onset as the user can delegate the tension when pulling it cross his or her face. The masks can also carried by safety personal for “on the spot” necessity. The VR/AR headsets will differentiate themselves from the masses, as the lens is stored to the side. They also allow for a hand’s free mouse as well as a retractable selfie camera. The Dating Beer Label will, again, pull us of our phones and allow us to interact as humans again. The jumping logos will make us all smile. --------------------------------------- To read further about the benefits of my line, please see the full deck (PDF) in the link below. As well, please watch the video past the hoodie to see the jacket, pants, and goggle hat in action: https://www.dropbox.com/sh/5fa6oo19r1bxgp8/AAA2ChVSNWbtV04SlZSrJhU5a?dl=0 Thank you so much for this opportunity! Enjoy!
Who worked on the project?
Gregory Saladino
View the project video: https://www.dropbox.com/s/oct861eqyoa40ds/Video.mp4?dl=0
G-Star Elwood RFTPi
Company G-Star RAW
Introduction Date February 15, 2018
Project Website https://www.g-star.com/en_nl/sustainablejeans
Why is this project worthy of an award?
With strong determination for a future where we focus on circular economy, G-Star RAW together with its partners Saitex, Dystar and Artistic Milliners have developed their most sustainable jeans ever, the G-Star Elwood RFTPi. This jean has been developed with the first denim fabric in history to be Cradle to Cradle Certified™ at the Gold Level by the Cradle to Cradle Products Innovation Institute, the most rigorous certification process in the world. By carefully analyzing each part of the denim design process and exploring all possibilities to reduce the environmental impact at every step, the G-Star Elwood RFTPi jean breaks new grounds in sustainable denim manufacturing. This innovation has been made Open-Access for the entire denim industry: The Cradle to Cradle Certified™ at Gold level sustainable fabric development process can be accessed and used by anyone through the Cradle to Cradle Institute’s Fashion Positive Materials library.
What else would you like to share about your design? Why is it unique and innovative?
How the G-Star Elwood RFTPi jean was made: 1. The cleanest indigo dyeing process in the world. G-Star RAW collaborated with DyStar to combine pre-reduced indigo with a liquid based organic agent that replaces the regular use of Sodium Hydrosulphite - a major problem in indigo dyeing. This pioneered perhaps the most radical change to the indigo dyeing process since its industrialisation, using 70% less chemicals, 15% less indigo, no salts and producing no salt by-product during the reduction and dyeing process. Consequently, this saves water and leaves clean and recyclable water effluent. 2. The most sustainable washing techniques, responsibly made. G-Star worked with long-standing partner Saitex to make and wash the garments with utmost care for people and the environment. By employing sustainable technologies and renewable energies, 98% of the water will be recycled and re-used and the other 2% will evaporate naturally. Not one drop of water is wasted or discharged into the local environment. 3. 100% organic cotton. Using cotton which is grown without synthetic fertilizers and toxic pesticides sustains and improves the health of soil, ecosystems and society as a whole. 4. Eco-finished buttons, making each garment 98% recyclable. When recycling denim, the top block is often discarded as it is too complicated to remove the zippers and rivets from the denim. Therefore, G-Star replaced all rivets and zippers with eco-finished metal buttons. In addition, all labeling and carton packaging is responsibly sourced. 5. Open-Source access for the entire denim industry: The Cradle to Cradle Certified™ at Gold level sustainable fabric development process can be accessed and used by anyone through the Cradle to Cradle Institute’s Fashion Positive Materials library.
Who worked on the project?
Adriana Galijasevic - Denim & Sustainability Expert Frouke Bruinsma - Corporate Responsibility Director Sean Peron - Strategy Director Aidaly Sosa - Head of PR
View the project video: https://www.youtube.com/watch?time_continue=2&v=qUhz5YP1e5g
Guillermo
Company Rios Clementi Hale Studios
Introduction Date June 29, 2017
Project Website https://www.wearguillermo.com/
Why is this project worthy of an award?
We modernized the classic guayabera in shaping the Guillermo brand: a shirt collection for everybody, free from class structure. Popular folktale tells of Cuban guayaba (guava) pickers who discovered the world's first performance shirt through Caribbean trade routes, using its four large patch-pockets to tote lunches, cigarros, and other esenciales while keeping their hands free for work. Guillermo, our redesign of this classic, prides itself on preserving playfulness, poise, and performance. It is born of authenticity, and of ingenuity. Over time, the guayabera shirt has been symbolically embellished to suit the personality of the ones who wear it. From Mexico and the Dominican Republic to Puerto Rico and the Philippines, the guayabera remains an iconic staple of Latin life. Shaped by both a rich heritage and modern perspective, Guillermo represents the future of fashion—invariable authenticity married with craft and style. Guillermo’s foundational line of four shirts is design to be an essential element in personal style, something to be celebrated, worn often, and well-loved. The design of Guillermo remains true to its multicultural roots, while expressing the quirky characteristics of its design vision. As a result, the soul of our label sincerely reflects the best in everyone. We considered every aspect of the brand — from the label, to the vents; the stitching, to the pockets. Adjustable vents enabled range of motion and kept men cool in the blazing sun while long-sleeved versions substituted for jackets in equatorial climates. The guayabera’s dual legacy as both a practical work shirt and elegant dress shirt makes the garment dynamic enough to wear to a meeting, barbecue, and nightclub all in one day. Design is in the details, so naturally Guillermo's details are rich with story. When a narrative is layered, when it unfolds at many levels, it resonates with authenticity.
What else would you like to share about your design? Why is it unique and innovative?
L.A.'s multicultural candor was a natural birthplace for Guillermo, a modern reinterpretation of the guayabera, to start. Guillermo’s values are universal. With the design of the Guillermo shirts, it was important for us to represent every body. In the exact same way that our Studio collaboratively designs our buildings, gardens and public spaces, our entire team indulged in this cultural endeavor we're proud to call Guillermo. Rios Clementi Hale studios continues to work across disciplines as we embrace the wonder of new opportunities. Guillermo is no exception. As architects and landscape designers, we're constantly integrating multiple features into a single space, so our fascination with how fashion hangs on a variety of body types goes far beyond pure aesthetics to intentionally fit and enhance every body. Sleek and clean with bursts of Machine Age geometric patterns, Guillermo pays hi-brow-lo-brow homage to both utilitarian and decorative aspects in its guayabera reinterpretation. Guillermo's lightweight guayaberas don't bounce or hang heavy on the frame. Their slender fit and bottom flair are meant to hang out, casual and agile. Many iterations went in to creating its versatile fit. For our lettering and logo shape, we were inspired by the exuberant calligraphy of Father Gabriel Chávez de la Mora, a 20th century Mexican Benedictine architect and monk. The chickadee logo creatively transforms itself into the brand’s iconic “G,” honoring Guillermo’s latin roots with modern flair. The tender, wishful, peacemaking spirit of Sister Corita is also infused throughout our work. Sister Corita, a prominent graphic artist and nun, blended social activism with faith in her artwork to raise people's consciousness, promote equality, and rouse conversations about social issues of the '70s. If ever you stumble upon one of our secret messages concealed within each shirt, that blessing of optimism draws direct inspiration from visionaries like Sister Corita. Creativity breeds compassion and curiosity; it connects people to each other in the wide world around us. We hope Guillermo’s timeless message continues connecting us to our past and our future, reflecting the positive cultural values we should all be living out in the 21st century.
Who worked on the project?
Mark Rios, Clancy Pearson, Sherry Jowhersha, Sania Josiah, Jessamyn Davis, Erin Gehle
View the project video:
