Market Expansion

P&G does not currently make razors that benefit folks who do not fall into “cis male who shaves face/body” and “cis women who shaves legs/underarms.”

I have always had an incredibly close relationship with queer communities, and it would be a joy to give back.

Interviewed 9 transgender consumers and surveyed 2000 people who shave to learn about:

• what pronouns Gillette and Venus customers use

• how trans and enby folks feel about hair grooming

• how going through HRT interacts with self-image. This led to 62 insights around shaving that span product design to marketing

• Recommended expansions and changes to our systems that only ask for “male, female, other,” being mindful of the disclosures that people feel comfortable making with a big company

• Despite no established method to interview trans folks in our company, I managed to do qualitative and quantitative user tests with ~300 consumers (half of whom were trans) about the relevance trans-specific shaving problems.

• Ultimately, these tests enabled statistically significant insights with $0 of cost to the business and on schedule. I used these tests to generate easily-digestible results that show P&G’s potential to address unmet hair grooming tensions for trans consumers and list which problems are the most important for P&G to solve first.

Find funding to do a shave-test and survey with transgender consumers to see if Gillette/Venus has any existing products that meet their specific needs.