The robust Gillette, still in the competition

Established in the men's cosmetics market for years, the Gillette brand is standing up to the competition.

Launched in the early 1900s, when sales were just starting to take off, World War I American soldiers were sent toilet kits by the US government. This is when the climb to success begins.

An ageing brand or agent of change?

Which man has never been offered a Gillette razor or bought himself one? Why?

In the men's grooming landscape for years, the brand has been used primarily by mature and older men. How did it change?

After the acquisition of the brand by the Procter&Gamble group, the marketing strategy was scrutinized, the brand succeeded in targeting the youngest by adopting new values and a brand new lifestyle. They succeeded in standing out by varying their offer thanks to the creation of new ranges. A more prestigious one that reminds us of prohibition with King C Gillette, and a range suitable for all skin types offering appropriate care in addition to the shaving routine, called Gillette Skin.

The former tagline “The Best a man can get” switched for “The best a man can be”. How to understand this change?

Launched in 2020, the new French advertising campaign lays the new foundation for “La Perfection au masculin”. The new brand vision is inclusive and diverse. It succeeds in responding to real issues in today's society.

We are no longer interested in seeing a perfect superman in all circumstances, men and the new generation want to be able to identify with brands.

What better way to celebrate this change than with a gay-friendly advert during half-time of the French team's match against Portugal to showcase their vision of the modern man.

None of the advertisements showcase Gillette’s men products, it is only in supermarkets that consumers will be able to see the brand’s products. In the front of the carton box, the consumer discovers the product. The packaging has been designed to feature a large photo of the razor handle and a zoom-in of the blades. This goes along with Gillette’s strategy: give the men the best product on the market. The consumer is made aware of what he will expect from buying Gillette’s product : efficiency

Modern men and new look are the key words in Gillette’s branding.

La Perfection au masculin

Sources :

- Notre histoire [online]. Produits de Rasage & ; Soin pour Homme | Rasage Parfait | Gillette FR. [Viewed October 19th, 2021]. Available on: https://www.gillette.fr/univers-gillette/notre-histoire

- Gillette propose un nouveau regard sur sa "perfection au masculin" [online]. Dans Ta Pub. [Viewed 19 October 2021]. Available from: https://www.danstapub.com/gillette-nouveau-regard-perfection-au-masculin/

- Gillette ose une pub gay-friendly pendant un match de l’équipe de France [online]. la Réclame. [Viewed 19 October 2021]. Available from: https://lareclame.fr/marcel-gillette-gayfriendly-masculinite-foot-239841

- https://youtu.be/B6WX3RsCSyQ