With body shaving on the rise, Gillette leverages over 100 years of
shave care expertise to bring to life Gillette BODY, finally arming men
with the proper tool for a smooth and comfortable shave below the neck
As body shaving goes from a niche activity to a mainstream grooming
habit, Gillette (NYSE:PG), the world's leading male-grooming brand,
today introduces Gillette BODY - a line of products that includes the
brand's first razor designed for the male terrain. A recent study
conducted by Gillette shows that 73% of U.S. men have shaved or trimmed
some part of their body*, and 84% of men who currently shave at least
one body part say they shave it year-round**. However, 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 experience**.
Gillette takes precision to a new level with its first razor built for the male terrain (Photo: Business Wire)
A closer look into where men groom or shave - including the back, chest,
arms, legs and groin - revealed that they experience difficulty because
the terrain of their bodies is very different than that of their face
and neck. As a result, many of them have experienced complications or
mishaps including itchiness (50%), nicks or cuts (45%), needing to shave
the same area more than once (41%), razor clogging (37%) and not being
able to get a close shave (35%)**.
"To address the needs of men, Gillette has turned to its rich heritage
of shaving innovation and performance, focusing on the terrain below the
neck," said Aaron Paas, Gillette North America brand manager. "With
the new Gillette BODY, we applied our 100+ years of shaving expertise to
engineer our first razor specifically designed for body shaving."
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 all 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.
Complementing the launch of Gillette BODY, a series of "How To Shave…"
videos was also released this week on the brand's YouTube
page, arming men with step-by-step instructions, tips and tricks on
how to properly and comfortably shave their chest,
Gillette BODY razors will be available at food, drug and mass
merchandise stores in the United States for a suggested retail price of
$7.99 beginning on February 14, 2014. Gillette BODY Non-Foaming Shave
Gel and Gillette BODY 2-in-1 Wash & Shave will also be available.
* Source: Global Body Grooming Trends Online Survey, Ipsos and
Ketchum Global Research & Analytics, 4.5.2013
Gillette Body Grooming Telephone Survey, Braun Research and Ketchum
Global Research & Analytics, 10.14.2013
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, visit http://www.gillette.com/.
To see our full selection of products, visit http://www.gillette.com/en/us/shop-now.aspx.
About Procter & Gamble
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billion people around the world with its brands. The Company has one of
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Source: Procter & Gamble