With the help of guests including NFL players (for the New England Patriots) and identical twin brothers Devin and Jason McCourty, above, Gillette this week released the top grooming trends of 2018 with a declaration that “one size” does not fit every man when it comes to razors.
The P&G-owned brand launched its latest innovations and upgrades with events in Boston and in New York City. Its message: “Gillette aligns itself with the majority of guys who say men need razor options.”
The global razor manufacturer 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 roster of new products includes customer-driven innovations and upgraded features at all price points and includes both disposable and refillable razor options.
The grooming looks featured throughout the New York City style event—a “facial hair fashion show” held at Slate in the Flatiron District—and featured in a new lookbook 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.
To bring this to life, Gillette brought together five pairs of identical twins to model the featured facial hair styles. 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.
“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.”
One Size Doesn’t Fit All (especially when it comes to twins) // Getting groomed up at last night’s @Gillette Event in NYC before strutting down with my twin to showcase my modified look. I’ve had my facial hair for over 4 years now, and only clean up my beard and neck lines using the Fusion5 razor. It’s great if your skin is sensitive and can easy get irritated. #MyGilletteShave // : @marcelfloruss
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.”
Razor sharp line up w/ @gillette # by @calebsnomadic . Learning how to execute my line on my light “beard” w/ the Fusion 5 razor. As I mentioned before, I primarily use the Styler with the electric trimmer feature, but, I thought it was time to learn how to really use the back blade to get those sharp line . #gillettepartner #mygilletteshave #grooming #menswear #style #mensstyle #mensfashion
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.
The 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.”
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.
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.