The second survey was conducted within a group consisting of
5 25-35 year old males. The results provided similar results across the group-
all preferring to remove unwanted hair at home with a Gillette razor due to
ease, embarrassment and cost effectiveness. The whole group said they would be
annoyed if their personal razors where misused and would take precautionary
measures against this if a product was available.
I conducted a survey in relation to my campaign/brand/product using Survey Monkey and gained 100 replies of mixed ages.
1. What is your age?
2. Which of the following electronic devices do you own?
It is clear the Apple iPad is more popular than any other type of tablet with 40% of respondents owning one in comparison to only 24% owning a tablet. 52% of people own an iPhone in comparison to 43% of respondents owning an Android mobile phone. The iPod is fairly popular with 47% of respondents owning the device. I believe that the Gillette Pro safety case should initially be launched on the iOS7 platform due to it being available on 3 different devices, all really popular, and then potentially extended to Android and other platforms.
3. Do you use your mobile device/tablet for gaming apps?
Almost 75% of respondents use their mobile device/tablet for gaming applications whether it be on the move or when sedentary. This is a large percentage so needs to be taken into consideration when planning the campaign.
4. How do you prefer to remove unwanted body/facial hair?
The disposable razor (40%), refillable razor (50%), tweezers (39%) and hot wax (23%) are the most popular forms of removing unwanted hair. I believe this to be due to the pain factor- hot wax and tweezers used for the eyebrow area only.
5. Where do you tend to shop for hair removal products?
Health and beauty stores Superdrug (52%) and Boots (45%) are by far the most popular places to shop for hair removal products. I think this is due to them being the main highstreet stores that specialise in this sort of product- they are also popular, successful and have a good brand identity in their own right.
6. Do you prefer to remove unwanted hair at home or at a salon? Could you briefly explain why this is the preferred method.
It is clear that respondents prefer to remove hair at home for numerous reasons: ease, embarrassment, cost and painlessness! Although when it comes to eyebrows waxing appears to be most popular due to either having no equipment or not being able to do it.
7. Which is your preferred razor brand?
Gillette is by far the most popular razor brand with 63% of respondents preferring the brand to the competitors, the closest being Wilkinson Sword with 17%.
8. Would it irritate you if your spouse/friend/housemate/family member used your personal razor?
78% of users would be irritated if someone else used their razor without their prior permission. This proves there is a gap in the market for a product that solves this problem.
9. If there was a case available that prevented people using your razor would you purchase it?
59% of people would be likely to purchase a case if it where to protect their razor from unwanted use. I feel that I need to conduct a focus group to explore this notion further.
10. Would you be more likely to purchase a product if it was endorsed by a celebrity?
63% of respondents wouldn't be more likely to purchase a product if it was endorsed by a celebrity. I think this is due to the recession, price, value and design overrides the desire for celebrity recognition.
Although Gillette is the leader in the Wet Shave market it has some focused competitors that they need to keep one step ahead of. Wilkinson Sword is Gillettes main competitor within the market; others not so threatening include Bic, King Of Shaves, Pro Formula and stores own brand razors (Boots/Superdrug/ASDA/Tesco/Co-op).
This post will look into Wilkinson Sword's product range and how it is promoted:
Wilkinson Sword is a large company that produces garden tools and razors, originally based in the UK, they have recently relocated to Germany. The company produces razors for both sexes as well as shaving preparations.
Current male razor range:
Hydro 3
Hydro 5
Quattro
Hydro 5 Power
Quattro Precision
Wilkinson Sword advertisements in comparison to Gillette are very animation heavy, not featuring much of the male model. The advertisements for Wilkinson Sword generally do not use celebrities to endorse the products across the whole of the range. It seems that Wilkinson Sword focus more on word of mouth and generally people impulse buying the products when in store.
However Wilkinson Sword do have advertisements in magazines such as nuts, men's health and top gear, starting to look at more humourous advertising rather than the boring plain advertising as seen in the latter:
Wilkinson Sword are members of Facebook and YouTube:
Wilkinson Sword is currently a member of Facebook; the page has 108k likes and is aimed at the male audience within the UK. The page promotes the products through imagery, videos, consumer interaction, text and links. The poster's also encourages users to 'like' and 'share' the promotional posts, which will allow the brand to reach out to more of the country therefore gain a wider fan base.
Below is a screenshot of the page and an example of a post:
The Wilkinson Sword YouTube page has only 316 subscribers and is used to post the brand's promotional videos:
The technology aspect of this product is unique to the wet shave market area and to casing. I am drawing on ideas and technology from a range of products in the market aimed at controlling different household products and features. The first being the Phillips home control technology: http://www.lighting.philips.com/gb_en/index.wpd
"Today's home encompasses some, or all, of a range of services - lighting, security, heating, ventilation and air-conditioning, home theatre, distributed audio, motorised curtains and blinds, reticulation systems and wireless PC networks. A smart home integrates these systems to give you simple, complete control.
Philips Dynalite - Balancing aesthetics and function
Philips Dynalite user interfaces are available in a range of styles and finishes to match and project budget or decor requirements. The range includes wall panels, touchscreens, universal sensors, time clocks, temperature sensors and downloadable apps delivering motion and presence detection, daylight-sensing, timed programmes, scene setting and sequencing recall via manual and/or central control.
Sophisticated, simple, reliable and energy efficient
Philips Dynalite is synonymous with the creation of sophisticated, simple, reliable and energy-efficient lighting control solutiosn for a wide range of industry sectors, including residential, custom installation, offices, retail, hospitality and public spaces. An industry leading innovator for over 20 years, Philips Dynalite is the solution of choice for a wide range of 'smart home', energy management and architectural lighting control applications. Philips Dynalite solutions blend high-level functionality with dramatic aesthetic sustainability to enable and enhance our lives.
End-to-End Lighting
Philips Dynalite specialises in the provision of end-to-end intelligent lighting control systems, rather than just products. We know that the critical link between products like lamps, luminaires and LEDs and a fully integrated solutions environment, is the control capability. Lighting control infrastructure underpins the fully integrated environment that is the future of building and energy management systems worldwide. When combined with the broad selection of Philips Lighting's energy-efficient luminaires, Philips Dynalite lighting control systems allow users to create ambiances, develop innovative and distinctive lighting scenes and transform environments."
This technology allows the homeowner to control the home from a remote location whether it be on the sofa or in a foreign country with any Java enabled device. Lights, music devices, speakers, pool and spa temp, plant watering systems, tempreture, blinds, TV, home theatre and other devices.
The next being the Luminair application for iOS7 that allows producers to control creative lighting from a mobile device. Used by many TV and film producers:
http://synthe-fx.com/products/luminair This article looks at a woman who controls the whole of her 4 bedroomed home from an iOS7 device. She can control remotely what her children are watching on TV/Laptop and cut the power to them if she deems them inappropriate. She can also remotely open and close windows, doors and gates in her home which is an aspect that could be used in the Gillette Pro-Safety case. "This last function, says Jane, comes in particularly handy. “If someone rings the doorbell and nobody’s in,” she explains, “my iPhone will ring. On the screen, I’ll see live footage of the person waiting outside the gates. If it’s a friend, or a delivery man, I can let them in. If it’s someone I don’t know, I can ask them what they want. It’s brilliant for keeping tabs on who is wishing to enter the property, and it means that I never miss a parcel."
Piquant design also focuses on home control, upgrading any iOS7 device to control suitably equipped device. http://www.piquantdesign.com/ Intecho also provides the technology and hardware to control the home updating any iPad and integrating the technology into the home: http://www.intechno.co.uk/
I believe that IT IS possible to create the Gillette Pro-Safety device with the technology that is currently available, integrating the hardware into the casing and then creating the application to control it. I do believe it will be in budget, costing approx £40- £60 to the consumer. The Gillette Pro-Safety is a niche product, like the ones featured on the Apple Store website that are innovative and linked to an iOS7 application- http://store.apple.com/uk/browse/home/shop_accessories/all_accessories The Parrot AR drone is a flying machine that can be controlled by your iPad or iPhone, the Phillips Hue Bulb which is controlled remotely by any iOS7 device, the Parrot Flower Power Health Monitor which monitors the health of your plants and the iGrill thermometer to name but a few. The Gillette Pro-Safety would have the potential to be sold on the Apple store alongside these products.
Originally I wanted to create a product that would protect a consumers razor from unwanted hands such as a spouse, room mate or family member as I know from personal and second hand experience that there is nothing more annoying than someone using your expensive razor to shave. Initially I was going to aim it at all couples male against female, female against male, daughter against mother, father against son etc with a line of products suited to each sex with appropriate designs. The initial concept was a waterproof faux leather and plastic casing in the shape of a briefcase with a small passcode lock along the seam (Concept 1). This case was then developed further to be molded to the shape of the razor (Concept 2). After discussing the original proposal which was submitted on the 6th of January with my tutor we looked to introducing technology into the casing making it much more innovative and unique. The technology that I introduced was a release/tracking mechanism that links to any iOS7 device; based on the a "home controlling system" the app features a 'morning' alarm which triggers the opening of the device, a disturbance notification option, an "open now" feature, social interaction centre, new products/promotions page, a option to shop and a passcode lock option to keep the whole app secure. I developed this by looking at the design concepts as with the previous model; looking at the briefcase and molded shape (Concept 3 and Concept 4).
The 2 case designs where illustrated on Illustrator, using the pen tool- then filled with a range textures and gradients. I then took it over to Photoshop- using the dodge and burn tools to add depth and to make it more realistic.
Brand Tone: Professional, informed, athletic and "manly"
Website: www.gillette.com
Social Media: Facebook (1.9m), Facebook UK (344k), Twitter (49.8k) and YouTube (19,367)
Gillette is a Boston based American brand owned by Proctor and Gamble, providing a range of male and female skin care, razor and shaving preparation products. The company was originally founded by King C. Gillette in 1901 as a Safety Razor Manufacturer. The company has a range of both Male and Female razors as well as accompanying skin care, shaving preparations and deodorant/anti-perspirants.
The first safety razor with a disposable blade went on sale in 1903; Gillette maintained a limited range of models based on this until 1934 with the introduction of the "Aristocrat". This new model featured an innovation called the "Twist to Open" (TTO) which made blade changing much easier in comparison to detaching the razor head from the handle as previously seen. In 1947 "Super Speed" was introduced, updated again in 1954 with additional versions to help shave more closely, distinguished by different coloured handle tips. Then in 1958 the first ever adjustable razor was designed, allowing the consumer to choose the closeness of the shave; this model was produced in various forms until it ceased production in 1986. In 1966 the "Super Speed" razor was updated once again and given a sleeker black resin coated metal handle; this remained in production till 1988. "The Knack" was introduced in 1966 with a longer handle; it ceased production in 1976; known as the "Slim Twist" and "G2000" in Europe from 1978 to 1988 and was redesigned as the "G1000" in England and available till 19998. A modern version of theses are still being sold in several countries under alternative names. In the mid 1960's a single blade razor featuring a cartridge and razor band, released by the use of a lever was introduced as the "Techmatic"; this was the equivalent of a modern 5 blade razor. This was then updated in 1970, featuring the adjustable user-selection of closeness of shave. "Trac II" was the world's first two blade razor debuting in 1971, Gillette claimed the second blade reduced the number of strokes needed and therefore the irritation was reduced. This was redesigned with a lubricating strip a few years later. In europe the Trac II range was known as the GII range and are still being produced in Asia. Next came a range of razors collections including; "Custom Plus", "Good News" (the first double bladed razor produced in 1976), "Atra" (the first razor with a pivoting head 1977), "Gillette Sensor" (the first razor with a spring loaded base in 199o- also released for Women with a wider head), "Sensor Excel"(1993 with micofins), "Sensor 3" (3 blades), "Blue II" (disposable razors), "Blue III", "Mach3" (the first 3 blade razor introduced in 1998, with a blue lubricating strip that faded with use and encouraged consumers to change the blade), "Mach3 disposable", "Mach3 Turbo" (released late 2001 and features 10 microfins instead of the previous 5, a new grip and improved lubrication), "Mach 3 Turbo Champion", "M3 Power" (a battery operated version of the Mach3 turbo, with new coated blades), "Mach3 Sensitive" (2012 best new product award), "Venus", "Venus Divine", "Venus Vibrance", "Venus Embrace", "Venus Breeze", "Venus Spa Breeze", "Venus ProSkin Moisture Rich", "Gillette Fusion (2006 5 bladed razor with a 6th precision blade on the rear), "Gillette Fusion Power", "Fusion Power Phantom" (2007), "Fusion Power Phenom" (2008), "Fusion ProGlide" (2010 thinner blades and low resistance coating), "Fusion ProGlide Power" and "Fusion Power Gamer".
I will be focusing on the male range of razors by Gillette.
Current Male Range:
Gillette Sensor 3
Gillette Sensor Excel
Gillette Blue II
Gillette GI Plus
Mach 3
Mach 3 Turbo Razor
Mach 3 Sensitive Razor
Mach 3 Disposable
Fusion Disposable Razor
Fusion Manual Razor
Fusion Power Razor
Fusion ProGlide Styler
Fusion ProGlide Manual Razor
Fusion ProGlide Power Razor
Fusion ProGlide Silvertouch Manual Razor
Fusion ProGlide Silvertouch Power Razor
In the USA Gillette sends every American boy a Fusion razor when they turn 18 free of charge.
An upcoming advertising campaign named “Inner Steele” will be fronted by Gillette global ambassador Lional “Leo” Messi a Barcelona football star as well as other international athletes. This campaign is parallel to the World Cup and will see the release of limited edition razor’s in various football team colours.
Social Media.
Facebook:
Gillette's worldwide Facebook with 1.9 million likes is primarily used to interact extensively with the consumer and to promote new and existing products. The posts are heavily sport related and themed, which appeals to the male consumer as it is generally of interest and it encourages interaction. The posts consist of; links to YouTube videos, Gillette advertisements, new products, existing products, promotions, promotional imagery, surveys, hashtags and sports. Gillette also has a UK based Facebook with 344k which is tailored to the UK products and promotions; it is effective for a brand to have several Facebook accounts as then the information is tailored and relevant to that user (especially when sport is involved). Looking at both page it is clear that customer interaction is important with most posts being replied to, in a "friendly" manner and plenty of customer interaction taking place on the "statuses" and images. A recent promotional stunt involved Gillette asking the public if they prefer to kiss a Man with or without a beard/stubble. This was effective for Gillette as most Women would prefer to kiss a Man clean shaven due to comfort and this view could counteract the fashion of beards and influence Men to be clean shaven.
Twitter:
Again as with Facebook Gillette has several Twitter accounts focusing on different areas and countries. The worldwide Twitter Gillette account has 49.9k followers and the UK has 18.4k. This helps to keep the content current for each follower. The Twitter accounts are very informal in their tone of voice, posting promotions, products and sports related news teamed with hashtags, encouraging followers to favorite, retweet and reply to the content. It also mirrors the Facebook interaction such as the survey regarding stubble.
YouTube:
Gillette's Worldwide YouTube has 19,375 followers and the UK has 795 followers. They both post range of content from TV advertisement, tutorials, behind the scenes, charity events and sports etc. Gillette where recently applauded for encouraging the exploration of the male with a razor on the genital area. They gave the viewer confidence by posting a step by step tutorial on how to remove hair from that area as it is not something that would be taught by their father as face shaving is.
Celebrity Endorsements and advertising campaigns.
Gillette use a wide range of celebrities and sports personalities in their advertising campaigns including:
Tiger Woods
Roger Federer
Alex Ovechkin
Derek Jeter
Thierry Henry
David Beckham
Dave Chappelle
Dale Earnhardt
Ray Rice
Denny Hamlin
Matt Ryan
Carlos Gonzalez
Evan Longoria
Ryan Lochte
Kyle Busch
Celebrity endorsements are extremely useful in campaigns as consumers want to have a little bit of that luxury celebrity lifestyle. It is especially effective when a current role model who is a positive person is introduced. Gillette use Sportsmen in their advertising campaigns as sport is generally a strong all interest of all men and the role models they look to.
The most recent being the advertising campaign focusing on the Olympics, featuring a range of olympic athletes but focusing on Roger Federer a Wimbledon tennis player. This advertising campaign was realeased in sync with the Olympic games and has been shown on TV since. This campaign focused on promoting the ProGlide Power razor and shows Federer shaving with the product. A link to the video is shown below:
Alongside this TV advertisement Gillette released a range of videos featuring Rodger Federer ranging from "trick shots", "fathers day" and interviews.
Gillette are also strong supporters on Movember- a charity event raising funds for Prostate Cancer where supporters are encouraged to not shave their facial hair for the whole of November. They use the hashtag TeamGillette and encourage viewers to join the team on the Movember site. Throughout this they also post video tutorials on how to groom and style a mustache with Gillette razor. Below is an example of a Movember advertisement.
In relation to the tutorials Gillette features tutorials on how to groom several areas of the body with a regular Gillette or the upcoming Body razor. Below are two examples, "how to shave down there" and shaving your groin tutorial:
These are really good in regards to publicity and driving consumers towards Gillettes YouTube page. Men who haven't shaved that area before may find it daunting and be a bit embarrassed to ask for advice regarding the subject. This series of videos gives the consumer the option to stay in the comfort of their own home and try it for themselves. Due to the humorous nature of these videos consumers will be driven to the site on a viral basis to view the video; which could potentially lead to sales as the video will stick in their minds. This also gives the user an opportunity to click through to other sites/videos. The Gillette advertisements are also used as pre loaders on YouTube videos such as sports, mens health and game walkthroughs.
The video above is a stunt that Gillette used where they gave a famous american sportsman a shave through painting a billboard. This "Everyday Masterpiece" was a success for Gillette and gathered a lot of interest from the media and public.
Gillette use magazine advertising that are similar to imagery used above and are placed in popular mens magazines such as GQ, Mens Health, Nuts and Zoo. They also have banner ads on websites such as Superdrug and Boots as well as the supermarket websites and magazines websites. Gillette also use radio advertising on Radio 5 Live and Talk Sport.
**POS**
Gillette is a keen sports sponsor and it's current sponsership deals include:
Emanuel (Manu) Ginóbili- Olympic Athlete.
Eamon Sullivan- Olympic Athlete.
Felipe Franςa (da) Silva- Olympic Athlete.
Jorge (Murilo) Endres- Olympic Athlete.
Paulo Ganso ("Ganso")- Olympic Athlete.
Thomaz Bellucci- Olympic Athlete.
Alexandre Despatie- Olympic Athlete.
Tomás González Sepulveda- Olympic Athlete.
Lin Dan- Olympic Athlete.
Alain Bernard- Olympic Athlete.
Paul Biedermann- Olympic Athlete.
Chris Hoy, (Sir Chris Hoy)- Olympic Athlete.
Liam Tancock- Olympic Athlete.
Fabio Scozzoli- Olympic Athlete.
Yong-Dae Lee- Olympic Athlete.
Mario Bazán- Olympic Athlete.
Nikita Lobintsev- Olympic Athlete.
Rudy Fernandez- Olympic Athlete.
Roger Federer- Olympic Athlete.
Andriy (Andrii) Govorov- Olympic Athlete.
Jerome Singleton (P)- Olympic Athlete.
Tyson Gay- Olympic Athlete.
Albert Subirats- Olympic Athlete.
Lional 'Leo' Messi.
Joe Hart.
Gillette Football Club on YouTube.
Gillette NFL Stadium.
Sky Sports.
Stratford Town FC.
Four Nations Rugby League.
Gillette Soccor Saturday.
McLaren.
The Gillette Challenge Series.
London Olympics.
US Open.
As well as many other 'low profile' sponsorships.
Sport advertising is crucial to a Gillette advertising campaign and is really at the heart of the brand.
P.O.S. (Point Of Sale).
The following images are of the Gillette P.O.S, situated in Boots and Superdrug in Preston. Gillette are more prominent than the brands competitors, with branded boards, labels and holders placing them at the forefront of the store and making them more eye catching to the consumer. Gillette's branding is typically a deep blue, deep orange and a darker grey in colour with very masculine design and fonts.
POS stand in a Boots store to be filled with Gillette razor blade 'dummys'- the backing board is simple with the Boots branding colours background, images of the product and the Gillette logo. The front section has a statistic related to Gillette as well as the Fusion ProGlide logo. This stand was to promote the product at full price.
As with the previous image this is a promotional holder in Boots with the same theme as the previous. This however this stand promotes half price Gillette razors, the full priced blades are placed next to this promotional stand in hope that the person whom is buying the razor will purchase the replacement blades as an impulse.
This is the main ''all year' Gillette stand in Boots, it sits in line with competitors and is organised by product- the more expensive range being at the top. The razors also hang down the side of the stand on plastic ribbons.
P.O.S for the Gillette value packs.
Above is a hanging card with value packs of Gillette razors and blades. Picture 2 & 3 are of a promotional stand in Superdrug, highlighting the fact that Gillette supports and donates to the charity Movemeber.
The Gillette range is widely dispersed in Superdrug, with the different products separated across the stand. The deodorants where hidden behind a large concrete support and difficult to see but I feel this was more Superdrug's issue due to the architecture in the store. The latter image is a small P.O.S holder, themed to Superdrug colours, with Gillette branding and the statistical quote.
This is the razor section in Wilkinsons, which is orientated towards Gillette with large card backgrounds instructing a man how to shave (encourages sales of shaving preparations etc) and the second half informing the viewer which is their most awarded razor.
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