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HAIR STYLE: Tom Ford, take note — Gillette is launching a shaving device for fans of stubble.
The company unveiled a marketing campaign featuring Adrien Brody, Gael García Bernal and André “3000” Benjamin, targeting men who style their facial hair — as opposed to sporting a clean-shaven look. The campaign, dubbed “Masters of Style,” supports the introduction of the Gillette Fusion ProGlide Styler, a 3-in-1 battery-operated shaving tool that allows men to trim, edge and shave their facial hair. The $19.99 device will be available in a wide range of retail outlets in North America next month.
This story first appeared in the January 19, 2012 issue of WWD. Subscribe Today.
“Our research shows that 40 percent of men style their facial hair. It’s guys who want to create a look on their face as an expression of their identity,” said Austin Lally, vice president and general manager at Global Gillette, a unit of Procter & Gamble.
Gillette has long been associated with the clean-shaven look and endorsed by sports figures like Tiger Woods, Derek Jeter, Roger Federer and Thierry Henry. The new campaign, in contrast, focuses on more creative types who favor mustaches, goatees, soul patches and artfully crafted stubble.
“This is a new chapter for Gillette. We are stepping quite consciously into the style space,” said Lally. “We are reaching out to the worlds of music, fashion and film. These are guys with great facial hair styles.”
Brody, for his part, said his mother liked to call his Van Dyke look “the Three Musketeer.” The actor was tapped for the ads after directing a commercial for Gillette’s Mach 3 razor brand for the Latin America market last year.
In the first three quarters of 2011, Gillette spent $153.5 million in advertising in the U.S., according to Kantar Media figures.