Manscaping Men Into Gentlemen
For more than 100 years, Gillette has been at the heart of creating confidence in men through manscaping. In 1901, Gillette started as a safety razor but soon the brand evolved and turned their focus to grooming men into gentlemen. Gillette is the world’s market leader in the men’s grooming product category, including products such as razors, personal care and shaving supplies.
The Movember and Gillette Campaign:
Gillette’s objective was to create an unique campaign that would differentiate Gillette from the competitors by using a bold strategy. The world’s biggest shaving brand would focus on men growing facial hair known as their “Mo’s”. Gillette and Movember collided to form a multi-faceted campaign with the main goal of turning men into gentlemen. The campaign’s focus was to maximise Gillette’s commercial return together with promoting Movember to raise money for men’s health.
The target audience was segmented into two groups namely a younger, trendier audience and secondly colleagues, and employees at Gillette.
“We’ll stop making razor blades when we can’t keep making them better”.
Gillette’s brand promotion tools to success:
- Clubhouse and Gentlemen’s Barbershop: “The Best a Mo Can Get”:
A vintage barbershop was created during November offering free grooming for men who wanted to trim their Mo’s and style it. The barbershop created an atmosphere of men being gentlemen in an era of moustaches. The clubhouse was a place where men could relax during the day followed by entertainment during the evening.
- Metro Cover Wrap:
The Metro Cover Wrap theme was initiated from the 1950’s era of gentlemen and moustaches. The Metro Cover Wrap was placed to create awareness and encouraged men to register and take part in the clean shave at midnight.
- Social Media:
Gillette used their Facebook page to post daily tips and shared the partakers’ progress photos through social media. The Twitter account was used to post about the daily events and gatherings taking place at the barbershop and clubhouse events. Social media reminded even the busiest people about all the activities and “action” surrounding the Gillette and Movember movement.
- Newsprint and Billposters:
Printed media such as newspapers, magazines and rugby matches were used to create an awareness of the brand and cause. Billposters were created to inspire men with new ideas and tips for styling their “Mo’s”. The billposters encouraged men to take part in the Gillette and Movember movement.
- Radio Services:
The biggest radio station in the world, TalkSPORT launched a partnership with the Gillette brand to promote Movember and raise funds and awareness for men’s health charities. Daily Movember messages were broadcasted throughout Colin Murray’s show, co-hosted by Mike Tindall. These broadcasted messages on radio had the positive effect of reaching a large target audience at once, creating even more awareness.
- Beard Auction:
In 2013 the reigning baseball champions David Ortiz and Shane Victorino, agreed to be trimmed and shaved by Gillette. This “shaving” took place on Monday, 4 November, also marking the end of the 2013 baseball season. The shavings as well as the Gillette Fusion ProGlide razors that were used to shave the champions’ beards, were assembled into a rather unique piece of memorabilia in sports history – beard ball trophies. The beard ball trophies were auctioned on eBay, raising money for Movember.
Hooman Shahidi, senior brand manager for Gillette, said that they have never done anything like this, but the facial hair of David Ortiz and Shane Victorino has been the symbol of the team since their spring training. Shahidi also said that he hopes that these shavings will raise an awareness for important men’s health issues and find good homes with passionate fans.
- Internal Engagement with employees:
Procter and Gamble’s employees took part in the Movember movement. A portable barbershop visited the offices offering professional grooming and shaving. The moustaches of internal employees became the topic of the month and soon resulted into an enormous employee engagement.
Gillette Perfect Isn’t Pretty…
“Guys are lucky because they get to grow moustaches. I wish I could. It’s like having a little pet for your face.”-Anita Wise.