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Gillette Launches Latest Innovations and Upgrades with a Strong Declaration That “One Size” Does Not, in Fact, Fit All Men

Gillette aligns itself with the majority of guys who say men need razor options; showcases top grooming trends of 2018 and the tools needed to achieve them at a style event in New York City

Gillette, manufacturer of the world’s most trusted razors, formally unveiled five new products in its extensive razor lineup at an event designed to showcase the biggest facial hairstyle and grooming trends of 2018, alongside the tools needed to achieve the looks. The latest roster of product additions includes sought-after innovations and upgraded features at all price points and includes both disposable and refillable razor options. The grooming looks featured throughout the event, and featured in this ‘Look Book,’ account not only for each man’s style preferences, but also a variety of other factors that make every man unique – including skin, hair type, physical features, lifestyle and budget. The variety of tools and techniques used to achieve the looks is a reflection of Gillette’s unique perspective that “One Size” does not actually fit all, especially when it comes to shaving.

To bring this to life, Gillette brought together five pairs of identical twins to model the featured facial hair styles. Notable men’s style influencer Adam Gallagher accounted for each man’s work and lifestyle, skin concerns, preferred look and budget when styling them – because even when men are identical down to the genetic level, they still have different grooming needs. Gallagher was joined by actor Justin Hartley, who also has some experience with the differences between “multiples,” thanks to his award-winning work as Kevin Pearson on This Is Us.

“I’ve turned my passion for individuality and style into my profession, helping men find their unique look that sets them apart from the crowd,” said Gallagher. “Gillette has the full lineup of tools guys need to achieve their look in any setting and at any budget. No other brand offers that versatility.”

“The bond I share with my brother is powerful, and we’re similar in so many ways,” said Devin McCourty, Defensive Back with the New England Patriots.

“But we also value the differences, like fashion and grooming style, that make us individuals,” said identical twin brother and fellow Patriots player Jason McCourty. “We’re excited to work with a brand that understands the importance of celebrating all men’s uniqueness, and offers products as varied as we are.”

These unique attributes – from skin and hair type to budget, lifestyle to look – all factor into how a guy selects a razor. This also reaffirms the need for product options as diverse as men themselves, backed by a survey of 884 U.S. men*. This 2018 survey found that nearly two-thirds of American men believe it’s important for razor brands to offer more than one blade option.

“The R&D teams at Gillette have spent decades studying both the similarities and unique differences between men, including virtually every factor that impacts their grooming choices,” said Kristina Vanoosthuyze, Senior Manager, Gillette Scientific Communications. “Through our years of research, we know that no two men are the same. There is often more than meets the eye, and similarities we may see on the surface are often more distinct from each other or can be undone completely by differences in life experiences and personality. Knowing this enables Gillette to design smarter, better products that bring variety to the market and meet real needs.”

With this knowledge at the core and a commitment to innovate with purpose, Gillette set out to deliver a more comfortable shave at a more comfortable price, introducing five new, innovative and upgraded products in 2018 that provide all men with more options to serve their unique preferences.

  • Many men love disposables for their portability and convenience, making good style easy in any setting. In fact, 40 million U.S. men prefer disposable razors to refillable models. The NEW Sensor3 Cool gives these guys a new option to choose from by bringing Gillette’s proprietary Cooling technology – previously only available on the top-of-the-line Fusion5 ProShield Chill – to a disposable. Offered at $4.99 for a pack of three; $5.99 for a pack of 5.**
  • Through research we learned there is a large number of men who are looking for high-quality refillable razors below $10, and 72% of men say the price of a razor is extremely or somewhat important to them when making purchase decisions.*** Gillette3 and Gillette5 – both starting at just $7.99** – answer that need. Both razors come with Gillette’s NEW Aqua Grip handle for total control in wet environments like the shower.
  • For those guys who value a comfortable shave (rated in a recent Gillette study*** as the most important factor for men when selecting and purchasing a razor), the Gillette MACH3 and the Fusion5 have both been upgraded with finer, thinner blades† with Gillette’s most advanced low-resistance coating for less cutting force and a more comfortable shave. Offered at $9.99 and $14.99 per pack of four cartridges.**

These five razors join an already expansive product range featuring some of the most advanced shaving technology in the world – including Gillette Fusion5 ProShield, which protects skin with lubrication before and after the blades, and the Gillette FlexBall pivoting head, which allows blades to follow the contours of a man’s face as he shaves for virtually no missed hairs.

“Gillette knows that all men are unique. Each one has a very specific look, style, preference or budget and that’s something to be celebrated and recognized,” said Pankaj Bhalla, Director, Gillette & Venus North America. “It’s our mission to design, build and offer every man options when it comes to his grooming choices, allowing him to prioritize the features he values most, be it convenience, experience, comfort, closeness, price or otherwise. Gillette’s range of products means we have a razor for every guy, and variety that’s not offered by any other company or brand – and that’s something we’re proud of.”

An Unwavering Legacy of Purposeful Innovation + Range

The new lineup is an affirmation that men will continue to find both meaningful innovation and value in all product categories and all price points when shopping with Gillette. This dedication to innovation that matters, established at the company’s founding in 1901, continues today with the help of hundreds of men and women within Gillette’s R&D division. In its dedicated R&D centers in Boston, Mass., and Reading, UK, these scientists collaborate with thousands of men every year in Gillette’s never-ending study of shaving habits and preferences. It’s a rigor and commitment to data- and insight-driven design that is unparalleled. Today, more than 800 million consumers trust their grooming needs to Gillette in over 170 countries, making Gillette the #1 shaving brand in the world.

*Online survey of 884 men in the U.S. (aged 18+) who shave at least once a month. Conducted March 2018 with a margin of error of +/- 3.07 at the national level with a 95% confidence level.

**Retail price is at the sole discretion of the retailer.

***Online survey of 1,001 men in the U.S. (aged 18+) who shave. Conducted February 2018 with a margin of error of +/- 3.07 at the national level with a 95% confidence level.

 First 4 blades on Fusion5 and first 2 blades on MACH3.

About Gillette

For over 110 years, Gillette has delivered precision technology and unrivalled product performance – improving the lives of over 800 million consumers around the world. From shaving and body grooming, to skin care and sweat protection, Gillette offers a wide variety of products including razors, shave gel (gels, foams and creams), skin care, after shaves, antiperspirants, deodorants and body wash. For more information and the latest news on Gillette, visit To see our full selection of products, visit

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands.

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