Gillette aligns itself with the majority of
guys who say men need razor options; showcases top grooming trends
of 2018 and the tools needed to achieve them at a style event in
New York City
Gillette, manufacturer of the world’s most trusted razors,
formally unveiled five new products in its extensive razor lineup
at an event designed to showcase the biggest facial hairstyle and
grooming trends of 2018, alongside the tools needed to achieve the
looks. The latest roster of product additions includes sought-after
innovations and upgraded features at all price points and includes
both disposable and refillable razor options. The grooming looks
featured throughout the event, and featured in this ‘Look Book,’
account not only for each man’s style preferences, but also a
variety of other factors that make every man unique – including
skin, hair type, physical features, lifestyle and budget. The
variety of tools and techniques used to achieve the looks is a
reflection of Gillette’s unique perspective that “One Size” does
not actually fit all, especially when it comes to shaving.
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Gillette, guest host Justin Hartley and
men’s style influencer Adam Gallagher share the top grooming trends
of 2018 with a declaration that “one size” does not fit every man
when it comes to razors. (Photo: Getty Images for Gillette)
To bring this to life, Gillette brought together five pairs of
identical twins to model the featured facial hair styles. Notable
men’s style influencer Adam Gallagher accounted for each man’s work
and lifestyle, skin concerns, preferred look and budget when
styling them – because even when men are identical down to the
genetic level, they still have different grooming needs. Gallagher
was joined by actor Justin Hartley, who also has some experience
with the differences between “multiples,” thanks to his
award-winning work as Kevin Pearson on This Is Us.
“I’ve turned my passion for individuality and style into my
profession, helping men find their unique look that sets them apart
from the crowd,” said Gallagher. “Gillette has the full lineup of
tools guys need to achieve their look in any setting and at any
budget. No other brand offers that versatility.”
“The bond I share with my brother is powerful, and we’re similar
in so many ways,” said Devin McCourty, Defensive Back with the New
England Patriots.
“But we also value the differences, like fashion and grooming
style, that make us individuals,” said identical twin brother and
fellow Patriots player Jason McCourty. “We’re excited to work with
a brand that understands the importance of celebrating all men’s
uniqueness, and offers products as varied as we are.”
These unique attributes – from skin and hair type to budget,
lifestyle to look – all factor into how a guy selects a razor. This
also reaffirms the need for product options as diverse as men
themselves, backed by a survey of 884 U.S. men*. This 2018 survey
found that nearly two-thirds of American men believe it’s important
for razor brands to offer more than one blade option.
“The R&D teams at Gillette have spent decades studying both
the similarities and unique differences between men, including
virtually every factor that impacts their grooming choices,” said
Kristina Vanoosthuyze, Senior Manager, Gillette Scientific
Communications. “Through our years of research, we know that no two
men are the same. There is often more than meets the eye, and
similarities we may see on the surface are often more distinct from
each other or can be undone completely by differences in life
experiences and personality. Knowing this enables Gillette to
design smarter, better products that bring variety to the market
and meet real needs.”
With this knowledge at the core and a commitment to innovate
with purpose, Gillette set out to deliver a more comfortable shave
at a more comfortable price, introducing five new, innovative and
upgraded products in 2018 that provide all men with more options to
serve their unique preferences.
- Many men love disposables for their
portability and convenience, making good style easy in any setting.
In fact, 40 million U.S. men prefer disposable razors to refillable
models. The NEW Sensor3 Cool gives these guys a new option
to choose from by bringing Gillette’s proprietary Cooling
technology – previously only available on the top-of-the-line
Fusion5 ProShield Chill – to a disposable. Offered at $4.99 for a
pack of three; $5.99 for a pack of 5.**
- Through research we learned there is a
large number of men who are looking for high-quality refillable
razors below $10, and 72% of men say the price of a razor is
extremely or somewhat important to them when making purchase
decisions.*** Gillette3 and Gillette5 – both starting
at just $7.99** – answer that need. Both razors come with
Gillette’s NEW Aqua Grip handle for total control in wet
environments like the shower.
- For those guys who value a comfortable
shave (rated in a recent Gillette study*** as the most important
factor for men when selecting and purchasing a razor), the Gillette
MACH3 and the Fusion5 have both been upgraded with
finer, thinner blades† with Gillette’s most advanced low-resistance
coating for less cutting force and a more comfortable shave.
Offered at $9.99 and $14.99 per pack of four cartridges.**
These five razors join an already expansive product range
featuring some of the most advanced shaving technology in the world
– including Gillette Fusion5 ProShield, which protects skin with
lubrication before and after the blades, and the Gillette FlexBall
pivoting head, which allows blades to follow the contours of a
man’s face as he shaves for virtually no missed hairs.
“Gillette knows that all men are unique. Each one has a very
specific look, style, preference or budget and that’s something to
be celebrated and recognized,” said Pankaj Bhalla, Director,
Gillette & Venus North America. “It’s our mission to design,
build and offer every man options when it comes to his grooming
choices, allowing him to prioritize the features he values most, be
it convenience, experience, comfort, closeness, price or otherwise.
Gillette’s range of products means we have a razor for every guy,
and variety that’s not offered by any other company or brand – and
that’s something we’re proud of.”
An Unwavering Legacy of Purposeful Innovation + Range
The new lineup is an affirmation that men will continue to find
both meaningful innovation and value in all product categories and
all price points when shopping with Gillette. This dedication to
innovation that matters, established at the company’s founding in
1901, continues today with the help of hundreds of men and women
within Gillette’s R&D division. In its dedicated R&D
centers in Boston, Mass., and Reading, UK, these scientists
collaborate with thousands of men every year in Gillette’s
never-ending study of shaving habits and preferences. It’s a rigor
and commitment to data- and insight-driven design that is
unparalleled. Today, more than 800 million consumers trust their
grooming needs to Gillette in over 170 countries, making Gillette
the #1 shaving brand in the world.
*Online survey of 884 men in the U.S. (aged 18+) who shave at
least once a month. Conducted March 2018 with a margin of error of
+/- 3.07 at the national level with a 95% confidence level.
**Retail price is at the sole discretion of the retailer.
***Online survey of 1,001 men in the U.S. (aged 18+) who shave.
Conducted February 2018 with a margin of error of +/- 3.07 at the
national level with a 95% confidence level.
† First 4 blades on Fusion5 and first 2 blades on MACH3.
About Gillette
For over 110 years, Gillette has delivered precision technology
and unrivalled product performance – improving the lives of over
800 million consumers around the world. From shaving and body
grooming, to skin care and sweat protection, Gillette offers a wide
variety of products including razors, shave gel (gels, foams and
creams), skin care, after shaves, antiperspirants, deodorants and
body wash. For more information and the latest news on Gillette,
visit http://www.gillette.com/. To see our full selection of
products, visit http://www.gillette.com.
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
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http://www.pg.com for the latest news and information about P&G
and its brands.
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version on businesswire.com: https://www.businesswire.com/news/home/20180322006137/en/
Shave Care Communications/P&GJulia LaFeldt,
513-888-2198E-Mail: lafeldt.j@pg.comorMMK+ on behalf of
Gillette/P&GCorey Manuel, 646-935-4164E-Mail:
Corey.Manuel@ketchum.com
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