“This Is Us” star Justin Hartley hosted a Gillette event Tuesday night at Slate NY in Manhattan where the shaving giant revealed its latest ammunition in the $3.5 billion mass shave category.
The Procter & Gamble-owned brand is doubling down its efforts to maintain its competitive edge in the category where IRI data shows that its blades, cartridges and razors are the market dollar leaders. To gird against the onslaught of subscription services, private labels and competitive innovations, Gillette unleashed five new, or upgraded, products. The quintet dovetails with the company slogan “one size does not fit every man.” Hartley explained, “We’re spoiled by every single product being customized to our wants and our needs and our individual styles. And we figured, that shouldn’t stop with razors.”
To illustrate the point, Hartley and men’s grooming expert Adam Gallagher introduced grooming trends shown off by twins who each sported a different look. Among them were Cody and Jacob Hollister and Devin and Jason McCourty, two sets of twins currently on the New England Patriots’ roster.
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The 10 styles ranged from the “chin strap beard” look to “unkempt cool style.” The new products include Gillette 5, with five blades and a front pivot head; Sensor3, a disposable with a refreshing cooling sensation, and Gillette3, a new three blade with a 360-degree Aqua Grip for control even when wet. Two upgraded items are Fusion5 with antifriction blades and a precision trimmer along with Mach3 with blades with a coating to last 15 shaves.
Following the grooming fashion show, Hartley discussed his own grooming preferences, his favorite Gillette items and his NCAA Basketball Tournament.
WWD: We saw a lot of different looks tonight, what’s yours?
Justin Hartley: I hadn’t shaved my face totally clean in about four or five months, so I chose the new Sensor3 Cool this morning because I have sensitive skin. It is fantastic. But I do keep a pretty clean look for the most part because that is what Kevin [his role on NBC’s ‘This Is Us’] usually has. We start back up [production on the show] in July.
WWD: One of the new products has a handle for control even when wet. Do you shave in the shower?
J.H.: Sometimes I do and sometimes I don’t. But it [the nonslip grip] is a nice thing because you don’t want it slipping out of your hands when you are shaving in the shower [chuckles].
WWD: How long have you been associated with Gillette?
J.H.: I’ve been involved with Gillette my whole life — my grandfather uses Gillette; my father uses Gillette, and I use Gillette. It is a personal preference. And when Gillette does something like this — introduces five different products that do something in different ways — it really impresses me. They ask men what they want, they download that information and build the razors. This is a company that’s been doing this and doing it well, but also willing to be like, OK, we’re willing to change it up and do something different.
WWD: Is your NCAA bracket busted?
J.H.: Totally busted. It was UMBC who beat Virginia and I had Virginia beating Duke, which is not going to happen. The good news is everyone in my groups’ is busted, too.