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Posts Tagged ‘Gillette’

Men Are Rocking More Beards, Cutting Into Razor Industry Profits

beardHipster moustaches, lumberjack beards, five-o-clock shadows. More and more, we’re seeing men wearing some form of facial hair. The clean-cut Ken doll is the prevailing facial trend no more.

While this is great for all the folks out there who like a little stubble, the razor companies aren’t loving it so much. Sales on razors fell to $2.3 billion last year. And a chart on The Washington Post shows that sales are projected to flat line for a few years.

But that doesn’t mean men have given up on primping all together. Skin care has seen a bump of seven percent to $260 million in sales. Experts say it’s because facial hair is more acceptable in professional circles. Others say men don’t want to spend the money on razors. Still others say that campaigns like “Movember” and “No Shave November” are playing a role. All of this is influencing men’s style, which has become a broader and more lucrative category in recent years.

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Red Sox Players (and One Lucky Fan) Shave Famous Beards for Gillette Promotion

FEAR-THE-BEARDS_shirt_REVISEDAs a Red Sox fan, I dutifully watched the coverage of Boston’s celebratory parade on Saturday morning, and while the players who were interviewed had a great deal to say about teamwork, camaraderie and spirit, a few were somewhat mum about the fate of their now-famous facial hair.

And now we know why.

The bodacious beards belonging to fan favorites David Ortiz and Shane Victorino met a blade this morning in a promotion at Gillette headquarters in Boston.

Also taking part in the shave-fest for the razor brand are city policeman Steve Horgan, who was stationed in the Red Sox Bullpen at Fenway Park; Horagan is now something of a team mascot in his own right thanks to a photo taken of him celebrating Ortiz’s grand slam in the AL championship series against Detroit.

From the official Boston PD feed, here’s officer Horgan waiting to lose his Sox-loving scruff alongside lucky fan Mike Grant.

Click through for Big Papi, who didn’t quite go all the way:

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Gillette Uses ‘Real’ Women to Reach Men’s Private Parts

It’s not a public relations or marketing secret that beautiful women have an undeniable influence over men. They just do. And brands would be foolish to ignore the power of attraction and human sexuality when trying to sell products to the “dude demographic.”

We’ve all seen the beer commercials where sleek young women can’t resist men drinking glowing beers in dark bars or the mouthwash spots where guys are denied a kiss from bedmates who don’t appreciate bad breath. The women in these ads are caricatures built to play on our fantasies and fears. It’s advertising 101.

Gillette, however, is taking a more sophisticated approach with its new campaign for the Fusion ProGlide Styler, which is not only designed for the traditional shaving of morning stubble but also for “manscaping” below the neckline — yes, for shaving the chest, back, abs and groin.

Dudes not named Pauly D don’t generally like to hear the details on this sort of thing in TV ads. But women? That’s another story.

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Ryan Lochte and Reality TV: A Perfect Match?

Sorry, no chocolate insideTake a moment this morning to imagine that you’re Ryan Lochte: You’ve just won two gold medals, two silvers and a bronze. You’ve appeared on the covers of Vogue, Time, and Men’s Journal. Most importantly, you’ve managed to defeat your arch nemesis and teammate Michael Phelps to reign atop the ranks of chlorine-tinged supermen for one brief, shining moment.

Now that you’ve made your mark on the world of sport, earned your 15 minutes as an international “brand” and made your requisite appearance in the British tabloids, the time has come for you to answer the question that vexes a nation:

The Bachelor” or “Dancing with the Stars?”

How about both? The world of reality TV is calling, and this morning good sir Lochte told Matt Lauer that he is “looking towards” it. After scoring endorsement deals with Gillette, Speedo, Gatorade and Ralph Lauren, the 6’2″ fish has let the world know that he’s ready to leave the water — or at least to trade the Olympic pool for the Pacific Ocean.

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Is Marketing for Men Moving in Another Direction?

Photo: Gillette

Charles Barkley is a new spokesperson for Weight Watchers. Football’s Terry Bradshaw is a new spokesperson for Nutrisystem.  New Orleans Saints quarterback Drew Brees shows his paternal side in this ad for Vicks. And now, Gillette is getting tons of press for its new “brand ambassadors”: actor/musician André 3000, filmmaker and actor Gael García Bernal, and actor Adrien Brody. Brody was also in fancy imported beer Stella Artois’ first Super Bowl ad last year, a departure from the usual Budweiser fare.

The three are repping for the Gillette Fusion ProGlide Styler, a new shaving tool that grooms artsy-fartsy facial hair like goatees and, as Brody’s mom calls his facial design, “the Three Muskateer.” What caught our eye, besides that very sleek promo image of the three above, is how it veers away from Gillette’s usual spokespeople, which have included Tiger Woods and tennis star Roger Federer doing sports stuff.

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Spin the Agencies of Record

Ad Age is reporting that P&G has moved its Gillette account from Porter Novelli to Ketchum after a competitive review. PN had been Gillette’s agency for the past 20 years. The review was reported in August. Ketchum will work closely with ad agency BBDO. Other P&G firms in the U.S. are MSLGroup and DeVries (Publicis and IPG firms, respectively), Paine PR, Marina Maher Communications, and Taylor.

Euro RSCG Worldwide PR has been chosen as AOR for Stand Up for Heroes, a celebrity fundraising event benefiting wounded U.S. servicemen and their families. The Bob Woodruff Foundation and the New York Comedy Festival are partnering for the event for the fifth year. It will be taking place November 9 at 8 p.m. at New York’s Beacon Theater. Jon Stewart and Jim Gaffigan are among those slated to participate.

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P&G May Move Gillette Business

Ad Age reports that P&G’s Gillette brand, which has worked with Porter Novelli for more than 20 years, may take its business elsewhere. P&G spends between $4 million and $6 million on PR for this brand.

P&G’s James Moorhead, who previously worked on Old Spice, became the associate marketing director for Gillette in May. And the brand just finished a pricey launch of the Gillette Fusion ProGlide.

PN is expected to re-pitch for the business. While the firm did make a high-profile hire earlier this month, it was accompanied by a few executive layoffs. A decision on the account is expected in October.

Sports Stunts Mix Viral Video With Advertising

This new viral video from Pepsi (h/t to PR Daily) turned up on the Pepsi YouTube channel late last week (it’s already gotten more than 1.5 million views) with an invitation to viewers to check out the Diet Pepsi Facebook page for “more behind the scenes action” from Beckham’s advertising shoot for the soft drink. Clever way to drive traffic. And David Beckham is quoted saying that the stunt was real, so there’s the residual media coverage that also came with the clip.

The video follows in the footsteps of last year’s Gillette viral video starring tennis champ Roger Federer, who, while filming an ad for the company, smashed bottles off of the head of a crew member. Pepsi one-ups Gillette by actually having Beckham drink a Pepsi on-camera.

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Gillette and Tiger Woods Part Ways

Gillette and Tiger Woods will end their relationship on December 31st, our friends at AgencySpy report. Gillette spokesperson Michael Norton told USA Today that Woods is one of a number of athletes, including soccer stars Thierry Henry and Lionel Messi, who are being cut as the Gillette Champions campaign comes to an end in early 2011. The campaign launched in 2007.

Other athletes, such as New York Yankees player Derek Jeter and tennis star Roger Federer will continue with other deals.

Woods’ other endorsement deals include Nike Golf, EA Sports, and Tag Heuer. According to the story, if Woods keeps his remaining endorsements and doesn’t sign any others, he could still earn $55 million to $60 million next year. And he hasn’t won a tournament since 2009.