Planet Kind was Gillette's first sub-brand that targeted sustainability. The brand brought sustainability to the forefront to help accomplish Gillette's 2030 sustainability goal: A 50% reduction in virgin plastic. The plastic in the handle is made with recycled water bottles.

 

A full PCR - PET plastic handle has it's weaknesses. Elastomeric materials provides a razor with grip. However, we needed to pursue an alternate option in order to maximize recycled material content and prevent a tradeoff on the ergonomics. The goal of the design was to leverage the material story; Focus the discussion on sustainability. The design has a minimal, simple front silhouette combined with a dynamic, ergonomic side profile. The deep linear texture provides just as much grip as a TPU. Gloss and matte material splits breakup the design and add visual interest.