P&G Corporate Newsroom

Gillette Launches New Facial Hair Styling Tool with Three Masters of Style

Popular Style Icons André 3000 Benjamin, Gael García Bernal and Adrien Brody Inspire Men to Showcase their Facial Hair Style

Wednesday, January 18, 2012 9:00 am EST

Dateline:

BOSTON

Public Company Information:

NYSE:
PG
"I’m excited about the partnership with Gillette – and the ability to help inspire men to show off their individual style."

BOSTON--(BUSINESS WIRE)--Gillette® (NYSE: PG), the world’s leading male grooming brand, today announced a partnership with three entertainment icons to unveil a precision styling tool for men with facial hair – Gillette Fusion ProGlide Styler™. Musician and Fashion Designer André 3000 Benjamin, Actor Gael García Bernal and Academy Award® Winning Actor Adrien Brody will serve as brand ambassadors to help Gillette celebrate the individuality of men with facial hair.

Recent research conducted by Gillette® reveals that facial hair styling is a common practice undertaken by nearly 40 percent1 of men in North America and that this process is critical in defining their look. Most of these men purchase a myriad of products including scissors, trimmers and razors to tackle what they consider to be a complicated and frustrating grooming process.

To address the needs of these men, P&G assembled a team of scientists from two world-leading grooming brands – Braun and Gillette – with the common goal of developing a precise 3-in-1 solution for men’s facial hair styling needs. Gillette Fusion ProGlide Styler combines Braun’s trimming technology with Gillette’s most advanced blade technology2 helping men trim evenly, shave closely and edge accurately – so they can master their facial hair style with ease.3

The eclectic trio selected to debut the Gillette Fusion ProGlide Styler were chosen because they best represent “Masters of Style” – true facial hair stylers who have tremendous talent, a strong sense of self, depth of character, and authentic style. All three men will appear in an integrated marketing campaign, including television and print advertising, digital media and public relations, beginning in February 2012.

An American musician, rapper, actor, and fashion designer, André 3000 Benjamin is best known for his multiple Grammy awards and chart hits with hip-hop duo Outkast. GQ Magazine named him “Best New Designer of the Year” for his high-end men’s clothing line, Benjamin Bixby, and he was voted one of the Top 25 “Most Stylish Men in the World” in 2010. “I feel that personal style should always reflect who you are and be constantly evolving,” said André 3000 Benjamin. “Being part of Gillette’s ‘Masters of Style’ program was a natural choice for me because I enjoy the freedom of changing my appearance to suit my mood.”

A Mexican actor best known for his roles in Motorcycle Diaries, Babel and Y Tu Mamá También, Gael García Bernal soared to fame around the world. “While I play many different roles in movies, I think it is important to be true to yourself when showing up to the outside world,” said Gael García Bernal. “I’m excited about the partnership with Gillette – and the ability to help inspire men to show off their individual style.”

American actor, director and film producer, Adrien Brody, received an Academy Award® for Best Actor for his role in The Pianist. He is currently the youngest actor to receive this honor. “I’m honored to have been selected by Gillette to be a part of the ‘Masters of Style’ program. Whether in front of the camera or in the director’s chair, I think it is important for creativity and character to come through,” said Adrien. “I’m glad to be able to help guys celebrate their own sense of style and individuality.”

“The Fusion ProGlide Styler provides an opportunity for men who style their facial hair to simplify their grooming routines. Instead of multiple products, they can trust a single 3-in-1 tool to get the look they want,” said Austin Lally, Vice President and General Manager – Global Gillette, Procter & Gamble. “By combining world-class blade technology with Braun trimming technology, we will enhance the experience for the men around the world who style their facial hair.”

The Fusion ProGlide Styler is a combined wet and dry shaving system that features:

  • Fusion ProGlide Blades, Gillette’s most advanced razor blade technology, helping men achieve incredible closeness and comfort.
  • A Braun-Engineered Power Trimmer with three slim combs that maneuver effortlessly through hair, trimming evenly at three custom lengths.
  • A Precision Edging Blade that helps sculpt crisp, accurate and defined facial hair lines.
  • A compact handle with Ergonomic Grips for maximum control, maneuverability and visibility while trimming, shaving and edging.

In conjunction with the Fusion ProGlide Styler launch, Gillette will introduce Fusion ProGlide Clear Shave Gel, a non-foaming shave gel with a distinctly masculine fragrance that allows men to see where to trim and edge their facial hair accurately.

The Fusion ProGlide Styler and Gillette Fusion ProGlide Clear Shave Gel will be available in a broad range of traditional and online retail outlets in North America beginning in February. The Fusion ProGlide Styler will have a suggested retail price of $19.99 and the Gillette Fusion ProGlide Clear Shave Gel will have a suggested retail price of $3.99.

About Procter & Gamble
P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

1 2010 NCS Data
2 First four blades in ProGlide cartridge versus Fusion
3 All Fusion blades fit all Fusion handles.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50135794&lang=en

Contact:

Gillette:
Kristen Gugliotta, 617-463-5774
gugliotta.km@pg.com
or
Ketchum:
Stephen Snart, 646-935-3992
stephen.snart@ketchum.com

Multimedia Files:

Preview image
The Gillette 'Masters of Style': Andre "3000" Benjamin, Adrien Brody and Gael Garcia Bernal (Photo: Business Wire)
Preview image
Gillette Fusion ProGlide Styler(TM) (Photo: Business Wire)
Preview image