Boston-based Gillette has introduced a new line of Gillette-branded toiletries it hopes to develop into a Gillette ‘megabrand.’
The Gillette Series, which was unveiled Sept. 2, features 12 new scented products in three toiletry categories: shaving preparations, deodorants and anti-perspirants and aftershave conditioners.
Blades and razors represent the core of Gillette’s business, but it also has a strong presence in male toiletries with such products as Right Guard and Gillette Foamy.
Frank Brophy, director of marketing for Montreal-based Gillette Canada, says the company will try to increase its penetration of the toiletries category be establishing the Gillette Series brand as ‘the male grooming authority.’
Male grooming
According to Gillette, males across North American and Western Europe will spend more than $6 million on male grooming products in 1992.
Gillette forecasts this number will nearly double by the end of the century because men are spending more time on daily personal grooming and are increasingly placing greater emphasis on product rather than price.
Gillette is pricing Gillette Series as a premium product and it will encourage retailers to place the product line in the male grooming section in order to promote multiple product purchases.
The company says it conducted attitudinal and product evaluation research studies on 70,000 men during the last three years as the products were being developed.
Marketing support
Marketing support for Gillette Series will include tv spots and print ads, sampling, direct marketing and retail display.
The campaign will be integrated with support for Gillette Sensor, the company’s hugely successful razor launched in 1990.
Gillette, which will kick off Gillette Series advertising during the Super Bowl on Jan. 31, will spend $75 million on media in the North Atlantic countries during 1993.
Of that total, $3 million will be spent in Canada. Gillette Canada will spend another $3 million during the same period supporting Gillette Sensor.
Gillette’s u.s agency is bbdo. Gillette Canada uses McKim Baker Lovick/BBDO.
