Gillette: Barbershop girls of India – shaving stereotypes

Gillette, a razor brand, inspired men in India to embrace a more equal world with its Shaving Stereotypes campaign.

Campaign details

Brand: GilletteAgency: Grey IndiaCountry: India

Objectives

As the market leader (with 63% value share), Gillette was finding it difficult to grow further, faster.

In the premium segment, Gillette enjoys over 80% volume market share. Further growth was difficult.

The way for growth thus had to come from the popular priced DOUBLE-EDGED blades, where Gillette's share was 32%.

But, the double-edged blades market is highly commoditised with many local players. Pricing up would have resulted in volume loss and pricing down would have resulted in value dilution.

Growth was thus dependent on a better...

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