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As a build on our Men's Shaving blog post from November, and because it's Christmas, we thought we would share three example concepts that we have developed using different AI tools and our agile Zip-Zap Ideas® online innovation platform.
The examples shown below were developed using three AI tools (ChatGPT, Gemini and Perplexity), and by following our five step approach for winning concepts and claims. In step 1 we defined the innovation challenge ("the next big idea in men's shaving"). In steps 2 and 3, we used AI tools (combined with some extra input from our team of insight agents) to gather and identify some "STAR INSIGHTS". In Step 4 our Creative Agents used AI tools to build early ideas, that would then be refined in Step 5 by our Copy Writers with input from target consumer or creative-thinking consumers.
Without the support of AI tools, most projects that we run can take 6-12 weeks, with inputs from innovation teams and target consumers from around the world. But with the expansion of Artificial Intelligence, we have no doubt that this work can be done faster.....and probably with results that are just as good (although time will tell). But let's see what you think about the example concepts shown below. And full disclosure, while we work for many leading companies such as Unilever, BP, J&J or PepsiCo, we have never run projects for P&G or for the Gillette men's shaving brand.
1. A NEW RAZOR BLADE THAT LAST 5 TIMES LONGER
"The Durablade Razor features ultra-sharp edges with a diamond-like carbon coating for unmatched durability, lasting up to 5x longer than traditional blades. Its self-sharpening design maintains peak performance, while anti-clog tech ensures smooth shaves. Fewer replacements mean better value and less waste."
Insight - High-quality blades can be expensive, particularly cartridge razors with multi-blade systems. Many men find themselves frustrated with the frequent need to replace cartridges.
2.SAFEGLIDE RAZOR THAT HELPS TO ELIMINATE CUTS
"The SafeGlide™ Razor is a revolutionary shaver engineered to minimize cuts and nicks, ensuring a safe, smooth shave every time. It features flexible blade guards that adapt to facial contours, protecting the skin from overexposure to sharp edges. The micro-smooth blades reduce drag and irritation, while a built-in pressure sensor alerts users if too much force is applied. An anti-slip ergonomic handle offers maximum control, making the SafeGlide Razor perfect for sensitive or hard-to-shave areas."
Insight - One of the problems I have is never knowing the right pressure to shave.....not enough and I don't get a clean shave, but too much and it causes nasty nicks with the irritation and embarrassing blood on my face. (Build on Perplexity AI insight)
3. THE FIRST RAZOR WITH BLADE HEALTH SENSE TECHNOLOGY
"The BladeSense Razor is a next-generation shaver that uses tactile feedback and smart technology to signal when it’s time to replace the blade, ensuring maximum performance and comfort, and the problem of changing blades too earlier. Works with simple PressureSense™ blade feedback - if the blade is dull it requires excessive pressure. This signal is picked up, and the the handle signals it's time for a replacement."
Insight - Is there no way of checking whether the blade is still sharp and whether it really needs to change (this is a human build on an AI insight).
In terms of next steps, we would typically use our Zip-Zap Ideas platform to develop and share between 16 and 20 example concepts as shown above. They would then be evaluated and refined with input from creative-thinking consumers using our Innovation Lab approach. We would then look to get broader and quick feedback from target consumers in 1 or 2 leading markets to identify the winning concepts with greatest potential.