Gillette Body

This case shows that Gillette, Europe's biggest shaving brand, made body shaving, and thus buying a specific body razor, feel socially acceptable.

Gillette Body

Campaign details

Brand: GilletteAgency: Grey LondonClient: Procter&GambleCountry: United Kingdom

Campaign Background & Summary

The rise of beards has been a hot topic over the past five years, with men throughout Europe growing everything from designer stubble to full lumberjack beards.

But while beards have gotten all the attention, another trend has been quietly, but steadily rising in bathrooms around Europe.

More and more men are shaving their bodies. In 2014, 36% of all men who wet shave in Western Europe were body grooming1. In response to this rise, Gillette,...

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