Cutting-edge innovation (Not really. Stop it.)

Tis the season for pointless gadgets and Gillette is getting its announcement in early, before hordes more come our way at CES in January.

So it begins:

“Gillette today pilots a new concept designed to personalize the shaving experience in entirely new ways.”

And so it continues:

“This new platform leverages technology from 3D-printing powerhouse Formlabs to offer a series of customizable 3D-printed handles.”

Ok, so at this point you’re thinking – “Oh, its not a customised blade, just a handle, but that’s kinda cool”. But, reader, it’s not even that. Read on:

Visitors choose from a range of 48 designs so intricate they can only be produced using 3D-printing technology. After selecting the handle, consumers personalize it further by choosing from seven color options (black, white, red, blue, green, grey and chrome) and by adding text to the design. Handles can accommodate either Gillette’s MACH3 or Fusion5 ProGlide razor cartridges.

I guess “Gillette announces new handles” doesn’t have quite the same ring to it. Please, technology press, focus your attentions on meaningful innovation in 2019, not dross like this.