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#GroomTheirFuture with Gillette Barber Suraksha (Safety) Programme

Case Study • SABRE Awards, APAC, Gold, 2021

Gillette, a shaving brand, supported struggling barbers in India during the COVID-19 pandemic with its Gillette Barber Suraksha (Safety) Programme.

Gillette: Barber Suraksha Programme

Case Study • Arun Raman, Lavanya M N, WARC Awards for Asian Strategy, Bronze, 2021

Grooming brand Gillette devised a supportive engagement initiative that would make a real difference to India's barbers, convert them into allies of the brand and boost share in a previously hard-to-reach segment.

Gillette: Barbershop girls of India – shaving stereotypes

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Gillette, a razor brand, inspired men in India to embrace a more equal world with its Shaving Stereotypes campaign.

Gillette: Play clean, play smart

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Shave care brand, Gillette, grew sales of its higher priced products by focusing on a younger untapped consumer group with an official gaming event in Indonesia.

Gillette: Barber Suraksha (Protection) Programme

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Shaving brand, Gillette, converted its competition to allies to grow brand preference for its double-edged blades in India.

Gillette India Ltd: #ShavingStereotypes #ManEnough

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Gillette, a safety razor brand, launched a campaign in India to challenge male gender stereotypes.

Gillette: Second shave

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Gillette capitalised on a sensitive moment between father and son to boost penetration and increase sales of its Skinguard safety razor in Thailand.

Gillette: Venus Brings A New Horizon of Skinclusivity to Animal Crossing

Case Study • SABRE Awards, Gold, North America, 2021

Venus, a women's razor brand, strengthened its brand imagine of helping women in the USA to feel comfortable in their skin by introducing new avatar skins to the game Animal Crossing: New Horizons.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Gillette India: Rethink notions of masculinity - #ManEnough

Case Study • SABRE Awards, APAC, Indian Sub-Continent, Gold, 2020

Gillette, a shaving products brand, launched its campaign #ManEnough in India to promote the narrative that it is ok for men to cry and be vulnerable, and saw a 32% increase in profits.

Procter & Gamble Co (Toiletries and cosmetics)

Article • Euromonitor Advertiser Profiles, October 2020

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble.

Gillette: #ShavingStereotypes – The Barbershop Girls

Case Study • Arun Raman, Mitali Bakhai, WARC Awards for Asian Strategy, Entrant, 2020

Gillette India ran a social media and events campaign to challenge gender inequality, spark brand conversations and promote its message of encouraging men to be 'The Best A Man Can Be'.

Gillette Skinguard: #NoMoreFOAMO

Case Study • Arun Raman, Mitali Bakhai, WARC Awards for Asian Strategy, Entrant, 2020

Gillette Indian ran an influencer-led campaign to launch its premium SkinGuard razor and attract consumers who did not shave themselves.

How Bevel builds an authentic grooming brand for Black men

News • 11 August 2020

Bevel, a grooming brand made by Walker & Co.

Bevel grooming products stand up to specific needs of Black male consumers

Article • Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020

Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.

How an Influential Idea repositioned Gillette

Opinion • Lucy Aitken, July 2020

The WARC Effectiveness Awards, in association with LIONS, is a new global competition that integrates the Creative Effectiveness Ladder. Every winning and shortlisted entry will receive feedback on how they’ve performed from judges across the six award categories.

Gillette: Father's Day

Case Study • SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Earned), Gold, 2020

Gillette, a shaving brand, told the stories of men who grew up without fathers in an emotional video on Father's Day to make an impact among men during this key period in the UK.

Gillette: We Believe

Case Study • SABRE Awards, Diamond, North America, 2020

Gillette, a shaving brand, created a YouTube film in the US to turn its classic tagline into a thought-provoking question surrounding masculinity.

Bad Lab: Man-gineered

Case Study • Edmund Hon, Vinod Manoharan, WARC Awards, Entrant, Effective Innovation, 2020

Bad Lab the men's personal care brand disrupted the market in Malaysia with its new range designed especially for men.

Competitor strategies in beauty and personal care

Article • Euromonitor Advertiser Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.

Was Unilever’s Dollar Shave Club acquisition a mistake?

News • 12 December 2019

News that both Unilever and Procter & Gamble are struggling to turn their various DTC acquisitions into profitable businesses comes as new online-only brands increasingly look to brick-and-mortar stores and traditional media.

Gillette: Cultural Connections

Case Study • Gilad Kat, WARC Media Awards, Entrant, Best Use of Data, 2019

P&G used a cultural connections model to increase Gillette's relevancy among young adult men.

P&G Gillette: Bad Luck Boxers

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2019

Gillette, a razor and personal care brand, "cursed" a pair of boxers and sent them to the German football team amid the World Cup to save its lucky boxer shorts promotion surrounding Neymar Jr, who became injured as the promotion began in Brazil.

Braun: Designed for what matters

Case Study • APG (UK), Entrant, 2019

Braun, a consumer products company, reframed the brand's essence globally to a suit a modern audience that favoured simplicity.

Gilette: Handle with care

Case Study • APG (UK), Entrant, 2019

Gillette, the shaving brand, used strategic thinking to create a new product, Gillette TREO, for a category with a previously unserved audience in the US.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
What's working in cosmetics and beauty aids

Article • WARC Category Intelligence, July 2019

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
From sustainability to purpose in beauty

Article • Euromonitor , Research on WARC, March, 2021

As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.