Men’s grooming? The best a woman can get, as Gillette changes tact

By Andrew MCDOUGALL contact

- Last updated on GMT

New brand spokesperson Kate Upton
New brand spokesperson Kate Upton

Related tags: Procter & gamble

The Procter and Gamble company has taken the view that the man’s world means nothing without a woman as its latest marketing strategy for the shaving brand has employed female ambassadors and opinion on grooming.

Gillette announced the partnership with three female celebrities: Kate Upton, Hannah Simone and Genesis Rodriguez, as the first time ever that the brand has partnered with female spokespeople to spearhead an integrated marketing campaign.

It coincides with a survey carried out amongst women to find out what they desire when it comes to men’s hairstyling.

New insight

It is a bold move made by Gillette and one it hopes will share the opinions of women to help men understand what women prefer when it comes to men’s body hair styling, as it launches it latest Fusion ProGlide Styler.

“Body hair styling is a huge and growing category, and our research shows that it’s an area of concern for both men and women,”​ said John Grim, Brand Manager, Gillette.

“We’ve been working to provide new insight into what women have to say in the matter. Women have spoken, and overall they overwhelmingly prefer men who style their body hair.”

New trends

According to Gillette, men of all ages agree that body styling is a trend on the rise, and more than half surveyed by the shaving brand say that they style their bodies more often now than in the past.

In the surveys carried out, the top reasons to style body hair were the same for both men and women; with hygiene coming out on top and making the most out of intimate times a close second.

Perhaps the best news for both sexes is that men are open to input from the women in their lives, with 69 percent saying that women influence how they style their body hair.

Research also shows that three in four women think that guys should definitely style areas of their bodies, but preferences around which areas and how they should be styled vary.

Campaign

Upton, Simone and Rodriguez will appear in an integrated marketing campaign, including print ads, a television ad helmed by film director Ruben Fleischer, digital media and public relations, with activities kicking off now.

Sports Illustrated Swimsuit model Upton commented “I’m very excited to partner with Gillette and share with guys the body hair styling preferences of women from around the world.”

Related topics: Market Trends

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