Gillette China: Sexy shave

This case study describes how Gillette, the shaving brand, grew online sales volume for its Gillette Fusion model in China by promoting wet shaving as sexy.

Gillette China: Sexy shave

Prasanna Kumar

Campaign details

Lead agency: MediacomContributing agency: ATPRCountry: ChinaIndustry Shaving productsChannels used: Internet - display , Internet - general, Internet - microsites , Internet - search , Online video , Social mediaMedia budget: 500k - 1 million

Executive summary

This case study describes how Gillette promoted wet shaving as sexy and cool in China.

Gillette had taken 84% share in the wet-shaver category, but was still trying to gain business by converting dry-shaver users. Gillette also wanted to build up a sharp and powerful...

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