As body shaving goes from a niche activity to a mainstream grooming habit, Gillette (NYSE: PG), the worlds leading male-grooming brand, today introduces Gillette BODY a line of products that includes the brands first razor designed for the male terrain. A recent study conducted by Gillette shows that 73% of U.S. men have shaved or trimmed some part of their body*, and 84% of men who currently shave at least one body part say they shave it year-round**. However, despite the rising popularity of body shaving, men have had limited tools to choose from, with 58% of current body shavers saying a better razor would enhance their body-shaving experience**.
Gillette takes precision to a new level with its first razor built for the male terrain (Photo: Business Wire)
A closer look into where men groom or shave including the back, chest, arms, legs and groin revealed that they experience difficulty because the terrain of their bodies is very different than that of their face and neck. As a result, many of them have experienced complications or mishaps including itchiness (50%), nicks or cuts (45%), needing to shave the same area more than once (41%), razor clogging (37%) and not being able to get a close shave (35%)**.
To address the needs of men, Gillette has turned to its rich heritage of shaving innovation and performance, focusing on the terrain below the neck, said Aaron Paas, Gillette North America brand manager. With the new Gillette BODY, we applied our 100+ years of shaving expertise to engineer our first razor specifically designed for body shaving.
Gillette BODY allows men to tackle the challenging task of body terrain with precision, accuracy, and ease. A unique series of Gillette technologies and features help the razor glide comfortably over all body contours:
- Rounded Head for increased maneuverability and total body comfort, adapting to body contours and allowing the razor to move through even the tightest spaces.
- 3 Lubricating Strips providing outstanding glide for incredible comfort, no matter the region.
- Ergonomic Anti-Slip Grip for exceptional control, even in the shower, because the last thing you want to do when body shaving is lose control of the razor.
- 3 Floating Blades for a close, comfortable shave on some of the most sensitive areas of a mans body.
- Forward Pivoting Head that easily adapts to body contours.
Complementing the launch of Gillette BODY, a series of How To Shave videos was also released this week on the brands YouTube page, arming men with step-by-step instructions, tips and tricks on how to properly and comfortably shave their chest, groin, armpits, back, and head.
Gillette BODY razors will be available at food, drug and mass merchandise stores in the United States for a suggested retail price of $7.99 beginning on February 14, 2014. Gillette BODY Non-Foaming Shave Gel and Gillette BODY 2-in-1 Wash & Shave will also be available.
* Source: Global Body Grooming Trends Online Survey, Ipsos and Ketchum Global Research & Analytics, 4.5.2013
** Source: Gillette Body Grooming Telephone Survey, Braun Research and Ketchum Global Research & Analytics, 10.14.2013
For over 110 years, Gillette has delivered precision technology and unrivaled product performance improving the lives of over 800 million men around the world. From shaving and body grooming, to skin care and sweat protection, Gillette offers a wide variety of products including razors, shave prep (gels, foams and creams), skin care, after shaves, antiperspirants, deodorants and body wash. For more information and the latest news on Gillette, visit http://www.gillette.com/. To see our full selection of products, visit http://www.gillette.com/en/us/shop-now.aspx.
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