Gillette Face Off

Background + Problem: 
Because of their curly hair, African American men tend to develop more ingrown hairs and razor bumps from shaving than men from other ethnic backgrounds.

As a result, my agency’s promotion of Gillette's newest razor – the Fusion Proglide – needed to do two things:

  1. Tout the razor’s close- and smooth-shaving capabilities

  2. Introduce a distinct shaving regimen that could reduce irritation and razor bumps.

Solution: 
As a copywriter, I came up with the campaign idea to create a battle of shaving skills called The Gillette Face Off. In this mini-game show, two unsuspecting guys were asked to shave a body part (e.g. beard, head, etc.) in front of a live studio audience and a panel of influencer judges. The guy with the best shaving technique and regimen would win, as a fun way to teach the regimen and show real men praising the new razor.

To continue the education outside of the episode, links on the landing page pointed viewers to the “How to shave” regimen videos and other grooming tips.

In addition to creating the idea, I wrote the scripts, crafted the ads promoting the show, and collaborated with my team to produce the webisodes that rolled out on Youtube and Complex.com.

Results: 
Awareness spiked for the Gillette Fusion Proglide razor, and the campaign contributed to a 3% net sales growth for Procter & Gamble Grooming ($223 mm) vs. the prior year.

 
 

 

Webisode landing page on complex.com:

 

Web banner: