Emerging Trend Identified in the Evolution of Men's Style as Almost Half of Men Globally Take Up Body Grooming
Gillette chronicles the journey of one man through ‘100 Years Of
Hair' in just sixty seconds and introduces a new tool for the times
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
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
"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
- 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.
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.
1TNS 2013 Habits & Practices Study: Global data
extrapolated from US, Germany, Brazil
From Gillette Body Grooming Telephone Survey, Braun Research and Ketchum
Global Research & Analytics, 10.14.2013
Source: Procter & Gamble