MIAMI: Gillette, the shaving brand owned by Procter & Gamble, is putting digital content at the heart of efforts to "grow beyond the face" in the US.

Daniel Ordoñez, the svp/corporate strategy for Procter & Gamble in Panama, discussed this subject when speaking at the Festival of Media LatAm 2014.

"Gillette is growing beyond the face," he said. (For more, including insights into men's changing habits, read exclusive Warc's report: Gillette brings Latin American shaving culture to US.)

The impetus behind this idea has emerged especially strongly in Central and South America, where many men now shave their chest, back and areas further below the neck.

While these habits are not yet as widespread north of the border, Ordoñez reported that they are gaining traction. "It's a trend we're beginning to tap into in the US," he said.

At the product level, offerings like Gillette Body Razor are "designed to go where face razors aren't". And the brand's marketing has, necessarily, been tailored in a similar fashion.

By way of an example, Gillette has uploaded online content which can answer the types of question typically posed by curious American men, such as "How do I shave my chest?"

"We didn't just put a television ad on YouTube," Ordoñez said. "But digital was the place to tell men how to shave their chest, how to shave their groin area. We needed to find a place for our message."

Just as with any nascent category, providing educational and instructional content regarding the concept of "manscaping" is an essential part of Gillette's strategy.

"Access to information will mean more informed decisions. In [the] past, men have operated on autopilot," said Ordoñez.

Data sourced from Warc