Gillette brings Latin American shaving culture to US

This event report explains how Gillette, the male grooming line owned by Procter & Gamble, is seeking to move "beyond the face" as men's shaving habits change.

Gillette brings Latin American shaving culture to US

Geoffrey PrecourtWarc

It's not the kind of dilemma most marketers ever experience. But Daniel Ordoñez has a peculiar challenge.

"You just can't go up to the guy sitting next to you and ask, 'How should I shave my balls?'" Ordoñez, the svp/corporate strategy for Procter & Gamble in Panama, admitted. But Gillette, the company's male grooming brand, is now investing US marketing dollars in a program that will take the experience of shaving well beyond the beard.

And that North American marketing extension is Ordoñez's challenge – and his dilemma. "It's...

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