Gillette Continues to Innovate, Dominate Shave Care Category


With 60% of the $15 billion shave care category, Gillette razors are used by more than 750 million people worldwide.

And in the face of mounting competition, “We’re funding strong plans to protect and grow Gillette,” said CFO Jon Moeller.

Gillette’s newest initiative is a heated razor that heats up in one second and has two heat settings, 113 and 133 degrees Fahrenheit. It is not yet available for sale but early adopters can reserve one through an Indiegogo crowdfunding campaign, with delivery slated for February 2019.

Other plans include a series of razors offer men various options, an expanded campaign featuring women’s razors, and relaunch of the brand’s subscription online shave club.

Earlier this year, Gillette launched a new series of Gillette3 and Gillette5 razors with a declaration that “one size” does not fit every man when it comes to razors.

“Gillette knows that all men are unique,” said Pankaj Bhalla, director, Gillette & Venus North America, discussing the launch of new series of Gillette3 and Gillette5 razors.

The company also offers personalized razors via #YourDesignHere.

“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,” Bhalla added, “and that’s something we’re proud of.”

Gillette’s user base is increasingly female, and in a hat tip to that, the brand created the Her Shot campaign—a social experiment in storytelling and celebration of how a female perspective can disrupt and improve the world.

Gillette Venus is partnering with 10 up-and-coming female directors to create video content with narration from actress/director Regina King. “Whether it’s stronger female characters or a more realistic portrayal of the female experience, there’s so much potential for women to shape the world with the stories they tell,” says King, in a press release. “I’m looking forward to seeing the unique perspectives from these 10 women.”

And as online newcomers such as Harry’s and Dollar Shave Club have challenged the Procter & Gamble-owned brand, it is facing that challenge head on. Gillette on Demand offers either a one-time purchase or a subscription service with the fourth order free.

Last year the company began testing its first assisted-shaving razor to help caregivers shave elderly or disabled men. The team mailed 62,000 free razors to 21,000 individuals and dozens of caregiving facilities in the US and the UK to solicit feedback, and is now assessing a mainstream launch.



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