Gillette Fusion ProGlide Styler Andre 3000

Wed, 22 May 2013 00:00:00 -0400
Effie Awards

Gillette needed to resonate with younger, Ethnic men, who are less likely to be clean shaven. To help manage their facial hair styling needs and grow category share, Gillette created the Fusion ProGlide Styler. However, for these guys Gillette is too “clean cut” and safe, so Gillette had to redefine brand behavior to establish credibility in the world of style.