The brand seems to have taken a lesson from color cosmetics: offering complexation products in shades that work for more customers means more customers for your products. For Gillette, the corollary is that offering razors in styles that work for more customers means more customers for their razors.
“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,” says Kristina Vanoosthuyze, senior manager of scientific communications at Gillette, in a media release.
“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.”
At a recent launch event, Gillette showed not only 5 new razor designs but also on-trend grooming looks that require the sort of razors the brand makes.
“The grooming looks featured throughout the event…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,” according to the release.
There’s a new disposable razor: the Sensor3 Cool, which features the brand’s proprietary cooling technology for the first time in a disposable. In the media release, Gillette points to the statistic that 40 million men prefer disposable razors over refillables.
Of the men who choose refillable razors, affordability is paramount. “72% of men say the price of a razor is extremely or somewhat important to them when making purchase decisions,” notes the company. The new Gillette3 and Gillette5 are for these consumers; and they come equipped with Aqua Grip handles for use in the shower.
The other two new razors the brand launched are meant for comfort “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,” according to the release.