Gillette: Gillette Body

Credits & Description:

Gillette Body
for Gillette (Procter & Gamble)
by GREY London
Case Study
United Kingdom
Story:
SUMMARY:
More and more European men were shaving their bodies. Gillette responded by developing the first razor “designed for the male terrain” – Gillette BODY. This represented an opportunity to add incremental value to the category. Unfortunately, body shaving was still embarrassing. To sell the razor, Gillette had to normalise body shaving. The online launch film - “100 Years of Hair” - put body shaving in the context of past grooming trends. In 5 weeks, the film helped Gillette beat sales targets by 225% and drove 2% incremental value share.