Recent research conducted by Procter & Gamble’s Gillette reveals that facial hair styling is a common practice undertaken by nearly 40% of men in North America and that this process is critical in defining their look. Most of these men purchase a myriad of products, including scissors, trimmers and razors, to tackle what they consider to be a complicated and frustrating grooming process. Enter the new Gillette Fusion ProGlide Styler.
P&G assembled a team of scientists from two grooming brands — Braun and Gillette — with the goal of developing a precise 3-in-1 solution for men’s facial hair styling needs. The new Gillette Fusion ProGlide Styler combines Braun’s trimming technology with Gillette’s blade technology, helping men trim evenly.
In conjunction with the Fusion ProGlide Styler launch, Gillette introduced Fusion ProGlide clear shave gel, a nonfoaming shave gel that allows men to see where to trim and accurately edge their facial hair.
To unveil the new Gillette Fusion ProGlide Styler, Gillette has teamed up with three entertainment icons: musician and fashion designer André “André 3000” Benjamin, actor Gael García Bernal and Academy Award-winning actor Adrien Brody.
All three men will serve as brand ambassadors and will appear in an integrated marketing campaign, including television and print advertising, digital media and public relations that kicked off in February.
The Fusion ProGlide Styler and Gillette Fusion ProGlide clear shave gel became available beginning in February. The Fusion ProGlide Styler has a suggested retail price of $19.99, and the Gillette Fusion ProGlide clear shave gel has a suggested retail price of $3.99.
The article above is part of the DSN Category Review Series. For the complete Men's Grooming Sell-Through Report, including extensive charts, data and more analysis, click here.