Gillette® Informs Men What Women Want in Body Hair Styling and Gives Them
the Right Tool for the Job
Kate Upton, Hannah Simone and Genesis Rodriguez Spread the News of What Women
Across the Country Prefer
BOSTON -- March 26, 2013
Gillette (NYSE: PG), the world’s leading male grooming brand, today announced
a partnership with three female celebrities: Kate Upton, Hannah Simone and
Genesis Rodriguez – the first time ever that the brand has partnered with
female spokespeople to spearhead an integrated marketing campaign. Kate Upton,
Hannah Simone and Genesis Rodriguez will share the opinions of women across
the country to help men understand what women prefer when it comes to men’s
body hair styling as the brand showcases the right styling tool to get the job
done, the Gillette® Fusion® ProGlide Styler™. This represents a bold step
forward for Gillette, as the company meets the evolving needs of men
Kate Upton Tells Guys "What Women Want" in Gillette's New Body New Body
Grooming Campaign Featuring ...
Kate Upton Tells Guys "What Women Want" in Gillette's New Body New Body
Grooming Campaign Featuring the Gillette Fusion ProGlide Styler (Photo:
Men of all ages agree that body styling is a trend on the rise, with 56%^* of
men interviewed saying that they style their bodies more often now than in the
past. The top reasons to style body hair were the same for both men and women,
with hygiene coming out on top and making the most out of intimate times a
close second. Perhaps the best news for both sexes is that men are open to
input from the women in their lives, with 69%^* saying that women influence
how they style their body hair. Research also shows that 74%^* of women think
that guys should definitely style areas of their bodies, but preferences
around which areas and how they should be styled vary. With that in mind,
Gillette hopes to give guys the information they need to know exactly “What
Women Want” in body hair styling.
The women were selected to act as spokespeople for a campaign designed to
share the male body hair styling opinions of women everywhere based on a
Gillette-sponsored survey. All three will appear in an integrated marketing
campaign, including print ads, a television ad helmed by film director Ruben
Fleischer, digital media and public relations, with activities kicking off in
March 2013. The campaign leads up to a first-ever live body hair styling event
on April 18^th. The event will stream live online and feature Kate, Hannah and
Genesis taking questions and sharing their opinions on male body hair styling.
“Body hair styling is a huge and growing category, and our research shows that
it’s an area of concern for both men and women,” said John Grim, Brand
Manager, Gillette. “To better delight our men, we’ve been working to provide
new insight into what women have to say in the matter. Women have spoken, and
overall they overwhelmingly prefer men who style their body hair. Specific
preferences on how women like a man’s body styled vary quite a bit. It’s up to
men to decide what to do and up to us to provide the right tool for the job.
Whatever look he or she wants, Fusion ProGlide Styler delivers with the
combination of trimming, shaving, and edging in one precision tool.”
Kate Upton is the all-American girl most guys wish lived next door. The
Florida native has seen a meteoric rise through both modeling exposure and a
handful of viral videos that have amassed millions of views. Kate was recently
featured as the cover girl of the 2013 Sports Illustrated Swimsuit Issue,
marking the second consecutive year she claimed that honor.
“I’m very excited to partner with Gillette and share with guys the body hair
styling preferences of women from around the world,” said Kate Upton. “For me,
the most important part of styling is that guys own their look, whatever that
look is. The Fusion ProGlide Styler gives guys the tool they need to achieve
their style goals, whatever they may be.”
London-born Hannah Simone has taken quite the route to get where she is today.
After working as a human rights and refugee officer for the U.N. in London,
Hannah returned to her first love of entertainment and began hosting Canada’s
MuchMusic. A move to L.A. brought her to the SyFy network and now to Fox’s hit
comedy “New Girl,” where she plays Cece.
“I’m thrilled to partner with Gillette to help men understand what women
want,” said Hannah Simone. “If we’re able to give them that information and
Gillette can give them the tools to get there, then we both win, and that’s
Bilingual beauty Genesis Rodriguez is a rising star in any language. Long a
star of Telemundo series such as “Prisionera,” “Dame Chocolate” and “Dona
Barbara,” Genesis has become an English-language star as well, appearing in a
number of big-budget films. Recent projects have included “What to Expect When
You’re Expecting,” “The Last Stand” and “Identity Thief.” She’ll be
co-starring in “Hours” later this year.
“Women have been thinking about their own body hair for ages, so it’s only
natural that they have opinions on male body hair as well,” said Genesis
Rodriguez. “I'm glad Gillette has asked us to share those opinions with the
men of the world; they deserve to know! Personally, I like my guys hairless.”
The Perfect Tool for Men who Style their Body Hair
Bringing together the engineering smarts of Braun and the technological savvy
of Gillette, the Gillette Fusion ProGlide Styler is a collaboration between
two world-leading grooming brands to develop a precision all-in-one solution
for men’s body styling needs. The Styler leverages top technology, including a
Braun-engineered trimmer and Gillette’s most advanced razor blades**, to give
men who style their bodies a comfortable tool for consistent results, no
matter what look they want to achieve.
The Fusion ProGlide Styler features:
*Fusion ProGlide blades, Gillette’s most advanced razor blade technology,
for incredible closeness and comfort
*A Braun-engineered Power Trimmer with three slim combs that maneuver
effortlessly through hair, trimming evenly at three custom lengths
*Lubrastrip™ infused with mineral oil and lubricating polymers, enabling
the razor to move smoothly over skin, even on repeat strokes
*A handle with ergonomic grips balanced for regular styling
The Gillette Fusion ProGlide Styler and Fusion ProGlide Clear Shave Gel are
available in a broad range of retail outlets in the razor aisle right now. The
suggested retail price for the Fusion ProGlide Styler is $19.99 and $3.99 for
the Fusion ProGlide Clear Shave Gel.
About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®,
Pantene®, Mach3®, Bounty®, Dawn®, Fairy®,Gain®, Charmin®, Downy®, Lenor®,
Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®,
Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The
P&G community includes operations in approximately 75 countries worldwide.
Please visit http://www.pg.com for the latest news and in-depth information
about P&G and its brands.
*An online survey of 1,000 US women and 500 US men between 18 and 60 years of
age, conducted from February 7^th through February 13^th, 2013.
**All Fusion blades fit all Fusion handles.
Photos/Multimedia Gallery Available:
James Nunn, 617-463-5620
Chris Legentil, 646-935-4144
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