Gillette Uses 3D Printing to Unlock Consumer Personalization

October 24, 2018

New technologies create opportunities for businesses to evolve and re-think their business models. Additive manufacturing is one such technology. 3D Printing offers advancements in prototyping and has grown to allow the creation of end-use parts. Where 3D printing excels is ease of customization, and razor manufacturer Gillette is taking full advantage of that with their new Razor Maker™ concept. 

The Razor Maker™ website allows consumers the chance to customize their razor's handle and make it completely their own. They have the option to choose from 48 designs, a variety of colours, and can add custom text. This gives Gillette a unique edge over their competition: in a market saturated with mass-produced goods, they are able to give consumers something uniquely theirs.


However, this level of customization required Gillette to re-think their approach to manufacturing. Previously, 3D printing was only used for prototyping designs but advancements with the material and hardware have made it viable for producing end-use parts. Cue the Formlabs Form 2. After a razor handle is designed on the website by the consumer, this stereolithography (SLA) printer allows for it to be grouped with other designs and printed in a single batch. Each handle is then washed, post-cured, coated and assembled before being shipped directly to the consumer.

 

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