Veet-Bladeless Razor System

Optima developed both the ‘razor’ and packaging for the Veet shaving system, taking the concept through to fully fledged CAD tooling data.

The razor features a unique bladeless design that allows easy removal of hair when used in conjunction with the supplied gel. Although not essential to its function, the product took the form of a razor to enhance user acceptance.  This approach also served to aide penetration into the razor market by offering a comparable product experience.

The design was developed using Pro/ENGINEER to help reduce the development time and prototyped in like materials to allow for a robust feedback loop from potential consumers.

After a successful initial launch, a second development phase was entered into with the razor evolving into a softer, more organic form utilising specialist co-injection molding to enhance perceptions of quality, and to make the product more sympathetic to its usage conditions.