Grooming is increasingly becoming a part of men’s daily lives, and Gillette from Procter & Gamble is bringing new products tailored to the evolving needs of consumers. Its latest product innovation is Gillette SkinGuard — the razor that shaves while barely touching skin.
SkinGuard has two lubra strips that leave a soft and smooth feeling on skin and is aimed at revolutionising the shaving experience for men.
Gillette’s campaign, for the launch of SkinGuard, taps into an integral consumer insight – the fear of shaving. Over 20 million consumers in India do not shave with the right razor today because they suffer from skin issues such as acne, pimples, sensitivity, razor burns or they simply fear the effect of multi-blade razors on their skin.
The campaign will have an integrated approach where Gillette has multiple known faces leading the conversation across platforms, normalising to an extent the realities of men who fear a shave. In every story, the protagonist will be seen lathering their face with foam, but none of them have the courage to go any further. With SkinGuard, they will be able to shave fearlessly on any skin type.
Engineered to enhance the shaving experience for men, who resort to other shaving methods or do not shave at all, this razor has a unique technology with two optimally spaced blades to gently smoothen and flatten the skin, giving the consumer a comfortable shave.
Karthik Srivatsan, Associate Director and Country Category Leader, Shave Care, Indian Sub-Continent at P&G, said, “At Gillette, we have always believed in keeping our consumers at the heart of everything we do; we have never stopped innovating to make the shaving experience better for Indian men. This commitment is reinforced with the launch of SkinGuard that addresses real problems faced by for millions of Indian men. It represents our commitment to the consumers of India which ensures that every man uses a razor that that helps him look, feel and be his best.”
Gillette SkinGuard joins the brand’s expansive product line-up of disposable and systems razors, trimmers and shaving products. The new SkinGuard is available across all modern retail outlets and ecommerce platforms and is priced at Rs 350 for a razor; refill cartridges can be purchased for Rs 350 for two cartridges or Rs 630 for four cartridges.
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