Emerging Trend Identified in the Evolution of Men's Style as Almost Half of Men Globally Take Up Body Grooming

June 25, 2014 15:54 UTC

Gillette chronicles the journey of one man through '100 Years Of Hair' in just sixty seconds and introduces a new tool for the times

BOSTON--(BUSINESS WIRE)-- Gillette® (NYSE: PG), the world's leading male grooming brand, today unveils a video that shows the evolution of men's style over the last century. In just sixty seconds, the video uses the perspective of a man's bathroom mirror to show iconic looks from each era, spotlighting the way grooming habits have played a role in defining each look and ultimately ending on a man with a fully-shaved chest to highlight the global trend of body shaving. And to ensure guys have the right tools for the times, Gillette has introduced the Gillette BODY Razor built for a man's terrain.

The video uses a stop motion approach to show evolution of men's grooming and fashion trends demonstrated through man's dress, surroundings, soundtrack and hair and shave styles throughout time - moving from an early 20th century man in full suit to a man ready to disco-dance the night way, all the way through to today's body grooming trend. In addition to the video which was released Wednesday June 25, 2014 on Gillette's YouTube channel, special behind-the-scenes footage with film creators is available highlighting how the stop motion technology came together to chronicle 100 years of men's style in only sixty seconds.

"Every era has an iconic look - a combination of fashion and grooming choices. Today's look calls for body shaving," said Francesco Tortora, Gillette Global Marketing Director, Procter & Gamble. "Just as fashion constantly evolves, we constantly refine and engineer our precision products to help men feel and look their best. We are proud to offer a precision tool designed to give men an edge in keeping up with the times."

A recent study conducted by Gillette shows men are more eager than ever to improve their look and hygiene, and to properly prepare for intimate encounters. Body shaving is increasingly part of the routine of 44% of men globally who body groom1. Despite the rising popularity of body shaving, men have had limited tools to choose from, with 58% of current body shavers saying a better razor would enhance their body-shaving experience2.

"Gillette has always worked hard to address the needs of men," said Tortora. "With body shaving on the rise, we applied our 100+ years of shaving expertise to engineer our first razor specifically built for the terrain below a man's neck."

Gillette BODY allows men to tackle the challenging task of body terrain with precision, accuracy, and ease. A unique series of Gillette technologies and features help the razor glide comfortably over body contours:

Rounded Head for increased maneuverability and total body comfort, adapting to body contours and allowing the razor to move through even the tightest spaces.
3 Lubricating Strips providing outstanding glide for incredible comfort, no matter the region.
Ergonomic Anti-Slip Grip for exceptional control, even in the shower, because the last thing you want to do when body shaving is lose control of the razor.
3 Floating Blades for a close, comfortable shave on some of the most sensitive areas of a man's body.
Forward Pivoting Head that easily adapts to body contours.

Gillette BODY razors are available in specific countries. To find out availability in your country, go to Gillette.com.

Visit Gillette's YouTube channel to view the online content.

About Gillette
For over 110 years, Gillette has delivered precision technology and unrivaled product performance - improving the lives of over 800 million men around the world. From shaving and body grooming, to skin care and sweat protection, Gillette offers a wide variety of products including razors, shave prep (gels, foams and creams), skin care, after shaves, antiperspirants, deodorants and body wash. For more information and the latest news on Gillette, or to see our full selection of products, visit http://www.gillette.com/.

About Procter & Gamble
P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

1 TNS 2013 Habits & Practices Study: Global data extrapolated from US, Germany, Brazil
2 Source: From Gillette Body Grooming Telephone Survey, Braun Research and Ketchum Global Research & Analytics, 10.14.2013

Contacts

Ketchum
Bettina Garibaldi, +1-646-935-3957
bettina.garibaldi@ketchum.com
or
Gillette
James Nunn, +1-617-306-8963
nunn.j.1@pg.com

Source: Procter & Gamble

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