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The Paper
Billie
Razor for Millennial Women
We are excited by Procter & Gamble announcing the acquisition of Billie. This is a demonstration of the value design can bring (in a super short amount of time). Building on the success of the magnetic holder, the recently released Travel Case is a nice addition to the product line.
Billie Acquired by Procter & Gamble

P&G announced plans to acquire Billie Inc., a growing female body care company committed to better serving women’s beauty and grooming needs.

“We're thrilled by the prospect of joining P&G to bring high-quality products at affordable prices to women around the world,”  -Georgina Gooley, co-founder of Billie. “Their ability to create global household brands that have stood the test of time is a testament to their brand-building expertise; together, we'll be able to create an even stronger brand for womankind.”

“The impact and consumer connection Georgina and Jason have been able to make with Billie in a short period of time has been remarkable,”  -Gary Coombe, CEO of P&G Global Grooming. “The combination of Billie’s high-quality, naturals-focused razors and body care products, and P&G’s highly-skilled and experienced people, resources, technical capabilities and go-to-market expertise will allow us to further reach Millennial and Gen Z women through a fresh, bold attitude.”

Business Wire  Jan 8, 2020
Travel Case
With the same Mag(net)ic powers as the holder, the travel case connects to the razor like magic and snaps closed for security. Ventilation holes ensure the razor dries during transport. Allowing you to take your Billie razor with you everywhere!
 
Photo by Billie
Patented Features
There was an opportunity in the assembly process to embed a tiny, powerful magnet inside the handle without incurring much complexity. In return we were able to design a simple magnetic holder for the razor to sit on as well as a travel case for portability. This patented solution solves a number of pain points: Intuitive to install, doesn’t rely on suction cups, leaves the blade free to air out, is easy to clean and eliminates contact with gel strips.
Photo by Billie
"Designing a razor that is as aesthetically pleasing as it is functional was no easy feat. Throughout each phase of the design process, ATLASON ensured that every detail received the utmost attention and scrutiny. They helped Billie bring innovation to the shaving category with tremendous forward thinking designs which have been embraced and loved by our customers."

Jason Bravman & Georgina Gooley

Co-founders of Billie.
Photo by Billie
Hlynur V. Atlason leads his eponymous design studio ATLASON, based in Manhattan, New York. Leading a team of world-class strategists, innovators and, designers, practicing a method of design deeply informed by research brand and craft, ATLASON delivers strategy, design innovation and manufacturing expertise, guaranteeing everything imagined can be made.

"Objects of desire, designed for manufacturing"
For new business inquiries contact Jahnvi Manek.
manek@atlason.com 
Copyright © 2020 ATLASON, All rights reserved.

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