Yashar Lotfi - Chrisrosedesigns.com

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Contents
Intro
Author Guide
3
Introduction5
Shaving History Technology
and Culture
Cultural Context and History of Shaving Shaving Developments Leading to the
Design of the Gillette Safety Razor
Gillette Innovation
Facial Hair Perception
9
12
16
57
Market Research:
Market Analysis and Indirect Competition 20
Direct Competitors
23
Indirect Competitors
24
Ownership 26
Market Share by Volume
29
Y
Male Unemployment and the Market
30
Perception Maps
31
Teens and Tweens market
33
Teens & Tweens Market Strength and
Weaknesses34
Existing Products
35
Brand Analysis:
Iceberg7
Gillette is / Gillette is not
27
Questionnaire37
Old Spiced Brand
39
SWOT41
Brand Barometer
42
Branding ID
44
Social Networking 46
Generation Z
47
Essence of Gillette 48
Digital Education and interaction
49
Role Models and Responsibilities
50
Adverts and Campaigns
52
Masculinity 54
Perception of Manliness
55
2
Personas60
STEVE Analysis
78
Repositioning Gillette For
The Future:
Gillette, Context, Trends and Direction
Adcept development
Chosen adcept
59
64
77
Future Directions For
Gillette:
Project Directions
82
Chris's Direction
83
Alex's Direction
98
Ebrahim's Direction
100
Khoshal's Direction
102
Yashar's Direction
104
Appendix106
References110
This report was created by students from Brunel University during the course of 2012 - 2013. The
following pages are a summary of the findings of the group in relation to the Gillette brand and their
company strategies. The Following symbols denote who was responsible for the various sections.
A
C
Alex Pearson
E
Ebrahim Khatri
K
Khoshal Mann
Y
Yashar Lotfi
Chris Rose
Graphics: Yashar Lotfi
Technical Support: Chris Rose
Publishing: Prontaprint, Uxbridge
Copyright: Brunel University - Engineering & Design School 2012
Y
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E
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Introduction
Every day, more than a billion people around the world use one or more
Gillette products. This brand stands as the worldwide leader in nearly a
dozen major consumer product categories, with the self-challenge to develop
innovation and advance product technologies. Their world-class brand has
organized operations at 38 facilities, in 19 countries and distributes products
in over 200 countries and territories.
"There are few companies in the world with more powerful global brands than
Gillette, and there are even fewer companies, that have so successfully used
innovation to increase their market strength and consumer appeal of their
brands" - Gillette's chairman, James M. Kilts stated in a letter to their shareholders.
This report is an introduction to the Gillette brand. The beginning of the
report shows the inspirations and origins of how Gillette has grown to become
a global brand spanning over a century to becoming a dominant brand in
today's market. The report will give insightful directions into area Gillette can
expand and also ensure its dominance in the foreseeable future.
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Mission:
Vision:
Values:
The Gillette Company is a globally focused
consumer products marketer that seeks
competitive advantage in quality, value-added
personal care and personal use products;
committed to building shareholder value through
sustained profitable growth.
To build total brand value through innovation
whilst delivering consumer value and customer
leadership faster and more completely than
the competition. This Vision is supported
by two fundamental principles that provide
the foundation for all of our activities:
Organisational Excellence and Core Values.
The companies Vision is divided into three
core values:
Attaining this vision requires superior and
continually improving performance in every
area and at every level of the organization.
Performance will be guided by a clear and
concise strategic statement for each business
unit and by an on-going Quest for Excellence
within all operational and staff functions.
Integrity: Mutual respect and ethical behaviour
are the basis for relationships with colleagues,
customers and the community. Fair practice is
the hallmark of the company.
This Quest for Excellence requires hiring,
developing and retaining a diverse workforce
of the highest calibre. To support this Quest,
each function employs metrics to define, and
implements processes to achieve, world-class
status.
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Achievement: Dedicated to the highest
standards of achievement in all areas of our
business. Strive to consistently exceed the
expectations of both external and internal
customers.
Collaboration: Working closely as one global
team to improve the business every day.
Communicate openly and establish clear
accountability for making decisions, identifying
issues and solutions, and maximizing business
opportunities.
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Cultural Context of Shaving
above was picked up by the romans (Figure
C3 Jethro Nededog. 2012) and amongst all 3
ancient super powers and others emulating
them, neat short haircuts and facial shaving
was used to differentiate them from what was
seen as the scruffy lower northern, uncivilized
tribes, uneducated, unenlightened so called
'barbarians'. (Figure C2. Cite : St. Just. J 2006.)
Where the term Barbarian stems from unbarbered. (Cite: Modern Gent 2012).
Figure C1.
Figure C3 :
Figure C2 :
Shaving and short hair cutting dates back to ancient Egyptian times. Where shaving had started
for health reasons due to the hot climate, causing itchiness, greasy, smelly and lice infected hair.
The ancient Egyptians (Figure C1. Cite : Black. M 2012) were seen as obsessed with cleanliness
and shaving and using this to differentiate themselves from those seen as non - civilized. (Cite:
Modern Gent 2012). Alexander the Great cottoned onto the idea of a shaving to give his soldiers
a military advantage where this was taken up by ancient Mycenae then Greeks. Long hair can
be grabbed to control an enemy and stab, punch or slit their throat easily, with very short
or no hair this tactic cannot work. This and the other logical hygiene reasoning mentioned
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In turn these tribes deliberately stayed
unshaven, long haired and scruffy as a sign
of their masculinity, wildness and rebellion
against the ordered, disciplined civilized enemy
cultures like modern sub cultures.
In Asian cultures such as Sikh and far eastern
cultures, long hair styles have been seen such
a strong part of their masculinity and culture
that people have been willing to die or go
to war against those trying to impose hair
cutting and it has been used as a method of
crushing an occupied nation, almost seen by
the victims as a form of castration/rape, cutting
away their manhood and along with it their
strength, self worth will to fight and accept
subjugation when carried out on prisoners.
(Cite: Geremie R. Barme. 1994).
Figure C4.
Figure C5 :
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This conflict between the wild creative
independent long haired, rough, stubbly sub
cultures and neat shaved cultures still continues
today with the new barbarians in often music
based subcultures like rebellious, biker, heavy
metal, rock, punk, and hippy (Figure C4. Cite
: Callous Vixen 2012) vs. The hegemony of the
suit, 'appropriate', short, neat haircut, bland,
conformist, perfect shaved style seen in office
corporate cultures deemed professional, civilized
and superior (Figure C5. Cite 5. Van Heusen. 2012)
even though the wild long hair less shaved types
tend to excel in music, arts, technical, social,
extreme sports, independent out of the box
thinking and progressive politics.
This is also present very much in the current
Islamist vs.. Western progressive secular culture
conflict, The Taliban (Figure C7. Cite Mary
Dickson. (2010) in particular are known to carry
out harsh punishments, even killings and flogging
carried out on those deemed unislamic if without
a beard in some strongly Islamic controlled
countries. (Cite: Hasbanullah Khan. Daily Times
2009). Where teenagers are stoned to death, 90
at a time for having Emo and rock metal hairstyles
(Cite : Ahmed Rasheed and Mohammed Ameer.
2012). Western armies (Figure C8. Cite Andrew
de Grandpre. 2010).more rational choose a short
or shaved cut for practical reasons avoiding hair
pull throat cuts. Whilst in many western cultures,
those with long hairstyles and beards maybe
denied a job, career and income for no logical
reason even if more qualified. A first shave is also
a coming of age right of passage into manhood
for male western teenagers.
Figure C7
Head and face hair historically being a visually
method of defining one group faction as different
to another, with peer pressure and leaders
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Figure C8 :
imposing conformity to which ever norm they wish
to be their hegemony.
Shaving Developments Leading to the
Design of the Gillette Safety Razor
invented the first safety razor feature (Cite:
Modern Gent 2012). A L shape wooden blade
guard inspired by a wood plane to limit the
depth the blade can cut and make it easier to
hold (Figure C9).
This started off a series of inventions for
guarded blades according to research by
Thorsten Sjölin. In 1799. Harwood & Co
manufacturing a razor with a removable
guard loop was described as a Friedlische
Rasiermesser (Figure C10) again limiting cut
depth in the Y axis only.
Figure C9
Gillette did not invent safety razors, nor
the concept of a replaceable blade. Going
back to pre- history shell, flint and obsidian
progressed to a mix of sharp knives, heat
treatment from candles, and depilatory
creams. Shaving often was a job for a busy
profession, the barber surgeon. In 1770 French
barber and blade expert Jean-Jacques Perret
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William Henson came up with a comb shaped
guard (Figure C11 Cite : Robert K. Waits &
Thorsten Sjölin. 2007) to stop slicing in the
X- axis whilst catching hairs. He was also
credited with inventing the modern T- shape
blade holder handle based on a garden hoe.
His patent was applied for in 1847. (Figure
C11 Bottom patent image.)
The Kampfe brothers, Frederick (c.1851-1915),
Richard (1853-1906), and Otto F. (1855-1932)
did the most pre-Gillette development with
safety razors, combining the above features
and coined the phrase 'Safety Razor'. They
they filed over 50 patents in this field. Half
the patents were for developments of their
Star Safety Razor. (Figure C13 & C14. Cite :
Robert K. Waits & Thorsten Sjölin. 2007)
They started producing safety razors around
1875 and continued well into the 20th century
with their Star company which was to be
later acquired by the American Safety Razor
Company. Whilst this had replaceable blades
the blades were still expensive forced blades
where the user spent time stropping these
to sharpen them. It was one of their models
King Camp Gillette was using getting annoyed
by the blunt blades when he came up with
the idea of stamped disposable blades. In
1902 the company name was taken over by
Gillette and changed to Gillette Safety Razor
Company. (Cite : Dowling. T 2001).
Figure C10
Figure C11
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Figure C13
What Gillette invented was not the safety razor, nor the shape, of the handle, nor guarding
the blade or replaceable blades. Is was the type of blade. A revolutionary new type of blade
you did not need to sharpen you just disposed of them and got a new one. He got the idea for
this from his sales experience with disposable bottle tops. Back then nobody thought about
land fill, pollution, wars over resources. Back then the idea of a business model based around
disposable parts you threw away seemed a socially positive idea. A jobs creation, society
beneficial business model, and a way of acquiring loyal repeat purchase dependent customers.
It would take over a decade and huge amounts of money, with Gillette loosing more and more
share control of his business, before he could oversee the development of the manufacturing
technology till efficient enough to be able to produce industrial qualities of the blades cheap
and sharp enough, with a low enough failure rate, for his idea was to become a commercial
success. (Cite : Dowling.T (2001)).
When the Gillette razor (Figure C14 : Cite Wikipedia) 2012) based very much on the Kapfe Star
Safety razor that Gillette was using at the time he thought up the need for disposable blades,
started to sell it was certainly not cheap, with its sets selling at twice the price of a decent
imported straight razor. The concept of a cheap disposable blade razor did not come into play
till the patents ran out and competition set in.
Since the beginning the Gillette brand has positioned itself as the leading innovator of wet
shaving technology. The brand identity is based on the futuristic state of the art technology,
'The best a man can get' so a man can be the best he can be. Strong, Intelligent, protective,
fit, successful, an alpha getting the alpha females, but not the bully, more the hero, the
sporting athlete, protector/provider.
Figure C12
C
Gillette himself was interested in more that business having written several books including
The Human Drift, Social Redemption, The Peoples Corporation all geared towards the creation
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Figure C15. Cite : bruceonshaving.com (2011)
of Utopian societies where there was no
competition, big companies provide all with
all their needs, in massive super cities and
powered by hydroelectric power. A world
without money, and no chaos in the world.
Thus Gillette's originator would support
social engineering projects such as helping
boys grow into men who care about society,
making good achievements to better selves
and others. To create as perfect a society
as possible without all the violence we see
now to teach boys to be the best a man can
be using razors that are the best a man can
get. The cutting edge of technology, Figure 14
shows the patent for the first Gillette razor.
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Figure C14. Cite : Wikipedia (2012)
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Figure C16. Cite : All-the-stuff-and-more. (2012.).
Gillette Innovation
To maintain its brand position of the 'Best a
man can get,' in the highly competitive market
for disposable blade razors Gillette has been
responsible for many innovations.
First of all was the original disposable blade,
a massive leap forward in blade technology
at the time to be able to manufacture micro
thin blades in bulk which at the time was
thought to be impossible which guaranteed a
man could get a sharp razor without having to
sharpen blades which always went dull.
Gillette has led the pack with improvements
in comfort, cutting efficiency to maintain
position the brand as the premium product
in a highly competitive market. Half the
population is male, and shaving is necessary
on an almost daily or few daily basis, females
shaving frequently as well. This means there
are huge profits to be continually be made
forever if your product is the chosen model
and blade range to deal with this need to
shave with disposable blades which are
frequently replaced as they get dull. If a
consumer purchases your blade holder and
different brands are not interchangeable then
they will need your blades. So you need a
blade holder your target consumer will want
and this goes hand in hand with the blades.
If you want the blades you need the correct
handle. Thus this generates repeat purchase if
you can maintain consumer loyalty.
Key factors will be ongoing cost. Whilst a
cheaper handle may seem a good investment
at first or blade system, if the blades wears
out fast that is poor economy. It will cost
more in the long run. Comfort is a big issue as
well. Both during the shave and after as poor
blades make razor rash worse with the spots
and cuts that go with it. Often shaving is done
in the morning before work and education.
Shaving has to be quick. All this points to the
need for a quality product. The company that
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has the best reputation gets to be the market
dominator. As what matters is perception at
the handle purchase stage. Once a consumer
has the handle they stick to those blades. The
key is to push the choice of blade and handle
combination so it is adopted early on.
But to maintain that position needs constant
innovation to stay ahead of the competitors
looking to take that position from you hence
Gillette's investment to maintain its unique
selling point of 'Being the best a man can get'
is thus justified.
These innovations for the most part can be
split into 3 main categories:
* Those that make life easier for the user.
* Those that make the shave closer.
* Those which make the shave more
comfortable.
Plus style improvements often coming with a
more comfortable to hold handle.
In many cases the advantages cross over such
as closer shaves tend to be more comfortable
and many models were a combination.
Shaving Ease
Shaving Closer
Shaving Comfort & Style
* 1934 The Aristocrat model with a twist to
open design so the user did not have to
detach the head. Improved in 1947 with their
'Super Speed model'
* 1958 First adjustable razor to increase
closeness.
* 1960 Super Blue silicon coating to glide better.
* 1970 Adjustable version of Technomatic.
* 1972 Trac II first twin blade system.
* 1946 introducing a the blade dispenser
* Mid 1960s Technomatic with a rotating blade
band moved with a lever in a cartridge,
equivalent to 5 blades worth.
* 1990 Sensor with twin spring loaded blades
for closer shave and less cuts.
* 1992 Sensor for women.
* 1975 Daisy Disposable for ladies
* 1993 Sensor Excel with micro fins.
* 1976 Good news twin blade disposable razor.
* 1998 Mach 3 1st Triple blade, 5 micro fins, spring
blades, pivoting head and lubricating strip.
* 1977 Arta 1st Pivoting head making neck
shaving easier.
* 2001 Venus for women similar to Mach 3
* 1978 Arta for ladies
* 2004 M3 Power 1st powered wet shave
* 1985 Good News Plus disposable with pivoting
head.
* 2004 Sensor 3 As above triple blade
* Mach 3 Disposable.
* 2005 Fusion and Fusion Powered, 5 blade
system with precision trimmer on back
* Fusion Pro Glide with finer blades, powered
and un-powered models, 5 blades and back
trimmer blade.
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* 1963 Super Stainless coated blade
corrosion resistant.
* 1963 Platinum chromium corrosion
resistance blades.
* Trac II Plus with lubricating strip.
* 1985 Atra Plus pivoting head with
lubricating strip.
* 1985 Good News ! Pivot Plus as above with
pivoting head and lubricating strip.
* 2001 Mach 3 Turbo as above with 10 micro fins,
new grip, improved lubrication and anti friction
blades, Less irritation against the grain.
* 2003 Mach 3 Mach 3 G-Force, Champion:
as Mach 3 with different colour schemes
* 2005 Gillette M3Power Nitro as before with
spots car style in line with popularity of
Fast and Furious movies.
Cite : www.Safetyrazors.net Cite : Mike Norton (2010) Cite : Anonymous (2001)
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Additional Product Range
As well as the razors there has been a brand stretch into related products such as Shave Gel and
foam, skin care and deodorant to sell along side the razors and in keeping with the metro sexual
cultural developments where men take more care of their skin with cosmetics that in the past
would have been more used by females.
You also have the Venus range of female razors tapping into the other 50 % of the worlds
population and their need to shave.
There current full range can be seen at:
http://www.gillette.com/en/gb/products/all-products.aspx
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Figure 16. Cite : Marketing-blog.biz. (2008).
Figure 17. Cite : boots.com (2012).
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The Best a Man Can Currently Get
Figure 18. Cite : Gillette.com (2012)
'The Best a Man Can Get' with Gillette has
to be their latest product the Fusion Pro
Glide Styler set which combines handle with
interchangeable electric trimmer, power
vibrate wet shaver, and precision trimmer with
a rack and advanced clear shave gel.
This is responding to the cultural shift away
from the corporate look and more to creative
industries where men define themselves with
more individual styles such as goatees. Possibly
as those growing late 90s achieve professional
Figure 19. Cite : Emmy (2012)
success. Chris Beastall (2012) states:
"With the popularity of keeping and styling facial
hair continuing to grow, confirmed by Gillette
research that 40% of North American men refine
their facial hair, it makes sense. P&G, owners of
Gillette (and Braun) drew on their knowledge
of electric shavers for this collaborative effort
by combining Braun’s trimming technology with
Gillette's blade technology to produce a facial
hair styler to help men trim evenly, shave closely
and edge accurately. The result is an accurate
tool for facial hair styling and a welcome addition
to the market place."
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Gillette.com (2012) states “Want to add some
flair to your facial hair style? Introducing
the Gillette Fusion Pro Glide Styler, the 3-in-1
facial hair styling tool that trims evenly, shaves
closely and edges accurately. Whatever facial
hair style you choose, whether it’s a simple
goatee, a thin chin strap, or a clean shave
with sharp sideburns, you’ll be able to master
your best look, even in the shower. The Gillette
Fusion Pro Glide Styler is watertight and totally
safe to use in wet environments.”.
Market Analysis & Indirect Competition
The Gillette Company is a globally focused
consumer products marketer that seeks
competitive advantage in quality, value-added
personal care and personal use products. We
are committed to building shareholder value
through sustained profitable growth.
The grooming products business is marked by
competition in new technology, as well as in
price, marketing, advertising and promotion to
retail outlets and to consumers. The Company's
major competitors worldwide in blades and
razors include Pfizer Inc., with its Schick
product line, and, in North America and Europe,
its Wilkinson Sword product line; and Societe
Bic S.A. Toiletries are highly competitive in
terms of price, product innovation and market
positioning, with frequent introduction of new
brands and marketing concepts, especially for
products sold through retail outlets, and with
product life cycles typically shorter than in
the Company's other businesses. The portable
power products business is highly competitive
in terms of product performance, innovation
and price, and in marketing, advertising and
promotion. The potential shaving market is
huge, With the exception of those growing
facial hair for religious and personal reasons,
shaving for most is a daily or every few days
activity. (Cite : Yosh 2012)
The techniques of how to shave are fairly
limited:
* Dry electric shaving.
* Disposable blade hoe handle wet shaving.
* Disposable hoe handle and blade razor wet
shaving.
* Combination shaving such as a wet use
electric razor or vibrating hoe razor.
* Traditional straight razor shaving
Most of these markets tend to be static. A
man who has chosen and established electric
dry shaving will tend to stick with it, As will
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those choosing wet shaving with hoe handle
razors. Consumers tend to stick more out of
convenience and economics. It takes effort
and investment to get a new handle and
switch brands. It is easier to stick with what
you have, unless your income rises allowing
for the expense and making the effort worth it
to change. So there needs to be a significant
advantage without much or any economic
penalty for switching brands.
Replaceable Blade System
Wet Razors
This is the primary competition arena for
Gillette. Here there is little substantial to
differentiate between the main brands, Gillette,
Wilkinson Sword/ Schick, and King of Shaves/
Remington. Most have multiple blades, some
sort of flexibility and lubrication. Gillette
for the most part introduces more is the new
innovations and the others follow, King of
choice of which tends to be more personal
preference as opposed to any demographic.
Shaves started by selling shaving solutions.
Wilkinson's sword ranks below Gillette and
King of Shaves below them. Bic positions
itself as the Budget product. There is a lot of
competition on price and marketing to recruit
new customers when young males.
Styling and branding tends to mimic the
disposable blade markets emphasizing
technology and slick form.
The key difference is that the cost of the
capital purchase is often high, excluding
the teen market unless the product is a gift
or the result of money from a part time job,
which will not happen for most till later teens
around 17. Philips is the leading competitor in
this market sector according to Which? (2012).
Old Style Straight Razors
Traditional straight razor style shaving, or
move to this when older and very successful
as a way of distinguishing them selves from
the lower orders or mass market shaving,
Marketed as a traditional luxury product
that is a hand crafted, very expensive and
exclusive product aimed A, B demographics at
from select stores. The market form products
in this range is small and specialist. Thus not
a direct competitor.
Disposable Razors
Are more likely to be a convenience product
when missing your main razor or travelling
rather than a long term switch. More space is
needed for a bag of razors, the quality tends
to be lower, thus may appeal to those at the
base of the economic ladder.
Dry Electric Razors
Appear to the mass market like Gillette. The
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Mintel states that :
"Just over a half of men use non-electric/battery razors such as systems razors, whereas one in five uses disposable razors. Around three in ten men
use electric/battery shavers.
The high usage of systems razors, which require users to replace cartridges, is driven by high-profile marketing and continuous product development
by the brand leaders, for example Procter & Gamble’s Gillette Fusion Pro Glide razor.
Those who shave less frequently are the most likely to use disposable razors, which offer the cheapest shaving solution. Disposable razors are
becoming increasingly sophisticated, with manufacturers adding lubrication strips, pivoting heads and ultra grip handles (I.e. Gillette Blue II Plus
Slalom Disposable Razor launched in Q4 2011).
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Direct Competitors
The primary competitors in the cartridge
system are Gillette, Pizer's Wilkinson Sword/
Schick and Bic.
Figure 20 shows in a wet shave razor test
review, Which? Magazine rated Gillette
razors as their top four, and another as
6th, second place competitor was Wilkinson
Sword products. Wilkinson's products are at a
lower cost bracket competing on price.
Mintel (2012) states:
“Thanks to the popularity of Gillette Mach
3 and Gillette Fusion, Procter & Gamble
completely dominates sales of men’s razors,
to the tune of nearly 96% (not tabulated).
Within disposable razors, Gillette’s share is
some 63%.
Figure 20. Cite : Which? (2012)
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Indirect Competitors
Procter & Gamble is also the leading
supplier in electric shavers and
epilators via its Braun subsidiary."
In terms of quality electric shavers, Philips
is the premium manufacturer all top
positions of the electric shaver market
having employed the inventor of the
rotary dry razor with lots of experience
in the electronics industry. Braun now
a subsidiary of Gillette ranks far lower
as can be seen from product reviews
carried out by the likes of Which?
Mintel (2012) States :
"Electric or battery shavers have
seen the greatest increase in usage
between 2007 and 2011. Concern
for the environment or investing to
economise on costs in the long term
may be reasons why more men are
switching to electric/battery shavers.
Recession-driven price promotions
and improvements to product features
are also encouraging more consumers
to use electric/battery shavers."
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Figure 21 . Cite : (Which?)
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In terms of Shaving preparations Gillette now
a subsidiary of Proctor and Gamble holds
the highest market share due to the size of
its product range and continual release of
additions to its product range (Cite ; Mintel
2012). The Nivea rang from Beiersdorf is the
nearest competitor, then King of Shaves which
starts selling through Harrods.
"....The over 55s who are retired stand out
as core users of razors, razor blades and
electrical shavers (see Appendix). ABs living
in the North are also the heaviest users. "
Cite : Mintel (212)
Currently however Mintel (2012) States :
"Heavy usage of razors, razor blades and
electric shavers has been in decline since
2007, with men increasingly likely to shave
twice a week at most. Around 1.7 million men in
the UK do not shave, and these are primarily
16-24 year olds. According to Mintel’s
Men’s Grooming and Shaving Products –
UK, October 2011, this demographic is the
most likely to believe that they do not need
to be clean shaven to look well groomed,
indicative of a growing fashion for facial
hair. Men aged 16-24 are the least likely of
all age groups to use shaving hardware, and
when they do, two thirds are infrequent users
(twice a week or less). "
Mintel (2012) suggests,
"To encourage these men to shave more often,
manufacturers could promote being clean
shaven as a way to attract women, using a
similar approach to 'the Lynx effect' or at
the very least, promote the fact that designer
stubble still needs to be groomed. Around 44%
of men believe it is important to be attractive to
the opposite sex."
Thus in terms of direct competition in the
replaceable cartridge the key battleground in
terms of competition for all bar the traditional
straight razors will be at the teen level for the
blade holding handle or electric razors.
"Status and emphasizing masculinity will
generate the need for the best quality product
the user can afford, either when given as a
gift, such as from a father to son or when
the male can afford their own as opposed to
the mothers choice of shaver. On going costs
are also a factor with replacement blade
cartridges to consider.
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At this age hormonal drives and the need to
compete with other males for status, acceptance
to impress females, or other males if gay, is
tantamount. Being able to position the brand as
the tool to achieve this is essential with the key
brands employing similar tactics.
Gillette's new product the Pro Glide Styler which
can be seen at :
"Http://www.gillette.com/en/gb/Products/
Razors/gillette-trimmer/trimmer.aspx", Cite:
Gillette.com (2012)"
Seems perfect to address this trend combining
a facial hair electric trimmer, vibrating
cartridge system and precision trimmer. The
Gillette site proving the instruction to sculpt
many facial hair styles, whilst in itself in
keeping with the sports car colour style of
the Fusion range.
Ownership
International Directory of Company Histories. (2005) States:
1901: American Safety Razor is founded by King C. Gillette.
1904: King Gillette's safety razor is patented.
1918: Gillette manufacturers razors and blades for soldiers during World War I.
1942: The Cavalcade of Sports program is formed to oversee the company's various advertising and promotional activities in athletics.
1955 Paper Mate Company, a manufacturer of ballpoint pens is acquired
1967: Braun AG is acquired.
1971: S.T. Dupont IS acquired
1971: Company is organized into four domestic divisions: the Safety Razor Division; the Toiletries Division (Featuring Right Guard antiperspirant. ;
The Personal Care Division; and the Paper Mate division.
1977: Sold Buxton
1978: Sold Welcome Wagon
1979: Sold Hyponex and Autopoint mechanical pencil business
1984: Gillette added oral care products to its product mix with the purchase of Oral-B Laboratories for $188.5 million
1991: Gillette ranks 20th among the Fortune 500.
1993 Acquisition of Parker Pen Holdings Ltd. for 285 million pounds.
1996: The company acquires battery manufacturer Duracell."
2005 P&G acquired Gillette and subsidiaries: Braun, Duracell and Oral-B. Forming the world's biggest FMCG company in the
world for $57 billion. (Cite : Trefis Team . 2010)" (Cite: P&G. 2008).
C
26
Cite : www.carsimg.org. (2012)
Bright Colour
Ultra Sharp
Futuristic
Speed
Slick
1ST
Cite : Saudi Gazette (2012)
Gillette Is
Jay Brett. (2008)
C
Compute Scotland. (2009)
Power
Energy
Futuristic
Innovation
Technology
Ergonomic Comfort
Mass Produce Disposable
27
Cite : Web Properties Direct. (2012).
Designindoor.com. (2012)
Cite : Old Kiln Forge. (2012).
Traditional
Dull Grey
Crafted
Simple
Plain
Barrington Ayre. (2012)
Gillette Is NOT
Cite : Horatiu Boeriu. (2011)
Cite: Eastleigh Express. (2009).
Old
Cheap
Forged
Long Lasting
Conservative
C
Cite : Decorators Notebook (2012)
Cite : http://webpages.scu.edu
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Gillette in the market:
Market share by volume
The chart shows the market data of value
shares of the UK sales of shaving Preparations
in 2011. The data shows that Procter & Gamble
lead the market share by 52% with products
from Gillette and sub companies. The market
share is then followed on by Beiersdolf with
13% (products from the Nevia range), own
labels with 11% and the king of shaves with
10%.(Mintel,2012)
Maximising brand loyalty:
Mens and women's shaving and hair removal: June 2012 - A snap shot (Mintel,2012)
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Mintel states that brand loyalty is the biggest
strength of the male toiletries sector. This
could be the reason why Gillette is continuing
to dominate the market. Research shows that
male brand loyalty starts at a young age with
30% of 16-24 year olds choosing a brand,
and 44% of this age group using more than
one product will mean companies will benefit
from the loyalty of these consumers. It is
stated that the under 35s continue to be the
biggest buyers and users of male toiletries.
The highest users of the Gillette brand are
45-55 year old men.(Mintel, 2012)
MALE UNEMPLOYMENT AND THE SHAVING MARKET
The forecast Predicts that male unemployment
is set to rise and has been on the rise since
2008. The male toiletries market has been
able to withstand the hardship of financial
instability in the past years but changes in the
job market shows that this industry could be
affected, as unemployment rises. Low levels
of youth unemployment will limit the spending
power of the under 25s, who show high levels
of enthusiasm towards brands (Mintel, 2012)
Men in employment spend more money on
grooming products than those out of work,
because of the desire to get ahead in the
workplace and the belief that being well
groomed supports this progression. Lorial's
recent report on mens attitudes towards
grooming found that 47% of men felt that
being well groomed had helped them to get
ahead in their career. The increasing age of
the male working population makes this a key
market for products like anti-ageing skin care
and hair colouring products. Although 16-34
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Mens statistics of unemployment: June 2012 - A snap shot (Mintel,2012)
year olds believe they don't need to shave to
look professional as a select number of actors
30
choose to have rugged beards and prove to
be successful. (Mintel, 2012)
PERCEPTION MAP
PERCEPTUAL MAP
The perceptual map of cost vs performance
within shaving brands shows Gillette fits in
the market as a high quality brand with a
high cost. The direct competitor for Gillette
would be Wilkinson sword. Wilkinson sword
is considered to be a good quality brand at a
cheaper price than Gillette.
Quality
Cost
Perception of the shaving market: Cost vs Quality (2012)
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Other brands like King of shaves and Bic
perception shows they are lower cost but at
the price of quality.
Cost
The perceptual map of innovation vs brand
loyalty within shaving brands shows Gillette
fits in the market as the most loyal and
innovative brand. The direct competitor for
Gillette is still Wilkinson sword. Wilkinson
sword is considered to fit just below Gillette
in innovation and brand loyalty.
Brand loyalty
Other brands like King of shaves and Bic
perceptions show they compete with Wilkinson
sword but lack innovation.
Innovation
Perception of the shaving market: Cost vs Quality (2012)
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Teens & tweens
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33
The following shows the strengths and weaknesses of the Teens and Tweens market (Tween describes youths who are roughly ages 8-14, who are
between childhood and the teenage years). This research was taken place to gain knowledge of youth spending for Gillette could target this user.
Strengths:
* Tweens and teenagers are open to new brands or product concepts.
* Products promoted online are cheaper than ones promoted on TV.
* Their income is less likely to be affected during periods of financial difficulty (such as recession) , due to their disposable income
Opportunities to use texts and IM for marketing.
* Parents of teens and tweens represent an alternative target for toiletries brands.
* These consumers are open to a wide range of products that may not be targeted at their age.
* Building brand awareness amongst tweens/teens can lead to long-term loyalty.
* Products that improve confidence will appeal to teens who are often sensitive to their insecurities.
Weaknesses:
*
*
*
*
*
*
*
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Price can be a barrier for this age group.
Boys generally are not interested in toiletries and shaving products until they start shaving or develop skin problems.
There are difficulties when it comes to advertising to this age group due to restrictions.
Unpredictable teens make brand loyalty difficult to start.
Parents are the ultimate deciders to the choice of what products they use
Difficulties with online shopping as teens usually don't have access to bank cards.
At the stage of research a possible direction was chosen which was having more involvement of teens and tweens into the brand as they could be a
target market for the brand to gain loyalty. The research shows tweens and teens are open to new product concepts which would help when re-branding
the brand. It also would be easier to market the brand to them with the restriction to appropriateness. During the periods of financial difficulty this target
market is less likely to be affected. Although the main decider of if a product is purchased is down to the parent.
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Existing Products
E
35
Gillette is vastly known as a mens grooming
brand. There are acknowledged as the leading
and dominant brand for shavers. There vast
brand presence in the male grooming sector
is evident and is reflected in their product
range that Gillette offer. Gillette offers
consumers razors, blades, shaving gels and
foam, skin care products and deodorants.
micro-pulse which reduces friction and
maximizes comfort.
The Gillette science is applied to their shaving
gels. Consisting of hydrating emollients and
lubricating ingredients allowing the user a
Gillette shave that's a step up in technology
from other shaving foams.
The language that Gillette uses in marketing
their products is scientific, precise and all
about performance. Projecting a tried, tested
and highly developed product that ensures
maximum quality and incentive for the
consumer to purchase.
Gillette's fusion line is marketed as power
that takes comfort to a new level. With
independently sprung blades that adjust to
your face, coated with thin uniform telomere
that helps to allow the razor to glide and
cut through hair easily. Having an innovative
oscillating motor that delivers a soothing
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Questionnaire
A Survey was conducted to gain a wider perception view on Gillette.
A total of 50 men were asked in order to keep a wide sample
of answers. From the analysis a total of 98% of men knew about
Gillette and thought the brand to be expensive, and only 2% did not.
When asked if they believed Gillette products perform better than
other brands in the market 90% had thought so and only 10% had
not. From this analysis you can see that Gillette has quite dominant
brand awareness and is perceived as a premium brand with quality.
E
37
The survey indicates that an average sample population was used
between the survey conducted and the results show that the majority
of the people asked were 50+ with 26% and the least amount of
people asked where the under 18s demographic with the survey
indicating only 4% asked due to obvious reasons. The next question
shows the key association found with Gillette and illustrates that the
major association found with Gillette being taking care of yourself
with 36%, and manliness 34%. Both having the larger share of results.
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Old Spiced Brand
E
39
The concept of marketing to men with the
belief of making them appear more masculine
and attractive to women is nothing new, but
old spice who are in the male grooming sector
have changed that ethos into a different
perspective. Aiming their marketing campaign
to the women. In the sense of talking directly
to the woman by saying this is the type of
man you need and want. Setting a standard
for other men to imitate. Example of this is
the old spice advert that has been a success
with "the man that your man could smell like".
Using a play of word indicating a subtle
context of women getting there man to smell
like the old spice man. Where in a typical
household women usually are found doing the
shopping therefore marketing a masculine
brand to them would seem a logical process
as ultimately they will be buying the product
for their man.
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S.W.O.T.
Strengths:
Market leader > International market share
Investment in R&D >High level of innovation > Strong quality & brand management Rich history > Dominant advertising > Stabile target markets > customer interaction
Take on environment & society responsibilities > Strong values > Respectable organization = International brand & distribution.
= Sustained product range & customer satisfaction.
= Upkeep of interest for all stakeholders.
= Reducing risk and increasing profitability.
Weaknesses:
*
*
*
*
High price bracket > Pro-consumer market
Specialist market > Sport based promotions > Limiting target audiences
Long development cycles > Static market growth > Saturated market High expectations > Expensive brand maintenance > Corporate brand = Limiting market expansion.
= Loss of none sporting / female market.
= Dependent on retail outlets.
= Lack of emotional infrastructure.
Opportunities:
*
*
*
*
Electric market > innovative reputation Technologically advanced > Manual turnover to powered digital goods Growth of population > Increased grooming & styling > widening product requirement Social mistrust / brand royalty > High margin for diversifying business = Alternative product range.
= Widening market share.
= Increased market.
= Responsive audiences for add-ons.
Threats:
* High price brackets > Unstable economic turnovers > Change in audiences International exporting > Taxation & custom duties > Alternative market treaties
Smuggling & theft > Loss of open display presentation > Disturbed distribution systems
Fashion & trend movement > professional visual expectation changing to alternatives
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= Loss of existing market.
= Limits distribution + higher pricing.
= Limit availability & presentation.
= Limiting the need for shaving products.
BRAND BAROMETER
DOMINANT
1960-2012+
RESIDUAL
1929-1942
EMERGING
1901 -1929
1942-1960
BAROMETER
2012MB
Brand barometer for Gillette (2012)
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Emerging: 1901-1929
The Gillette (American safety razor) company was established in 1901 by King C. Gillette. Was the chosen brand for the U.S. government in World
War 1, who ordered 3.5 million razors and 36 million blades to supply all its troops. The razors were deemed as disposables and were easy to
use and gained patients.
Residual: 1929-1942
Gillette had over-reported its earnings for the past five years by about $3 million. Confidence in Gillette fell, as did its stock. From a high of
$125 early in 1929, the stock bottomed out after the disclosure, at $18
Gillette regained itself by 1942 when the brand focused towards advertising and promotional activities in athletics (the way we perceive Gillette
to this day) .Gillette also acquired companies such as Braun AG and extended the brand with toiletries and personal care products.
Dominant:
Gillette remained a dominant brand with their product line. They were ranked in 1991 20th among Fortune 500 and acquired battery manufacturer
Duracell in 1996. In 2005 P&G announced acquisition of Gillette.
The Future:
Gillette's market share shows that they have been in a decline since 2009, with their competitor Wilkinson sword gaining market share but still
below Gillette. For Gillette to remain dominant they must focus at a younger target market to gain brand loyalty against other competitors such
as Wilkinson sword and king of shaves, which is supposed the next emerging brand in shaving.
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Branding ID
The Gillette Company has created a dynamic alternative logo as part of their strong branding infrastructure. The applied design elements consistently
apply visual representations to heighten corporate visibility. Their standards ensure proper application worldwide with very generic legible selections.
The brand Implements its company values and trust through its visual identity.
Font Name: Twentieth Century MT Ultra Bold Italic
This font focuses on the sparse geometric shapes in relation to modernism; in turn representing the
fluidity of technological advancements.
* The lowercases incorporate height and a stroke contrast to break the logo down for instant
recognition, making the word more legible even in part slight.
* - The glyphs design enhances the lettering out to a more three dimensional form. The curved
angles used on the 'G' and 'e' can also represent the global rotation of the company's market.
* - In addition the 20 degree (approximately) cuts from the key letters enhances the recognition
of the logo from a distance but also embody the sharp nature of the brand and its products.
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Colours: Alternative: Blue Gradient
* Cerulean Blue * Cobalt * Royal Azure RGB 42,82,190
RGB 0,71,171
RGB 0,56,168
Other Connotations:
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Calmness, Serenity
Void.Vastness
Cleanliness. Fresh
Unconscious. Subconscious
Calming. Contemplative
Contentment. Fidelity
Trust.Security
Intelligence. Confidence
Technology. Futurism
Success, Power
* White * Black RGB Registration:
RGB 255, 255, 255
RGB 0, 0, 0
Gillette's brand colours have been changed over the development of the
brand and company to suit their product and the nature of the market.
Originally the selection illustrated a very respectable seniority with its back
wash however with the high technological advancements of new century the
brand developed its image to suit a more innovative, powerful identity. More
recently they have introduced a gradient three dimensional look to their
ID to ensure they cover more ground with connotations but also showing a
gradual advancement of technologies.
Several international surveys indicate blue as the favourite colour to
men during the 20th & 21st centuries. The different shades can have
different connotations however in regards to the Gillette colours the
overall association themes commonly state: success, technology, power
(electronic) and corporate organization.
A technical motive for this selection has also been the diverse packaging
ranges used in the modern supermarket culture. These Blues appear to
recede when placed beside another colours making the branding stand
out.
This
technique
is
based
'Push - Pull Theory of Abstract Expressionism'.
45
on
the
Social Networking
Gillette use semi-direct interactions such as
'Facebook' and 'Twister' pages to influence
their brand image in addition to broadening
their target market. These digital interfaces are
important investments considering the growth
in the market as generation Z enters their
consumer range.
Y
The most common trends seen in these sites are
the use of sporting athletes for advertisements.
The positive PR from athlete celebrities
creates a very positive atmosphere on these
forums automatically adding value to the brand.
Alternatively wellbeing is used as a cheaper
promotional base. Gillette tries to create positive
PR from physical and social health to promote
Facebook page: Gillette Brazil
Gillette
Gillette India
Gillette UK
Likes:
1.51
1.39
1.05
263 Tweeter page:
Gillette
Gillette Brazil
Gillette UK Gillette India Followers:
22.2
thousand supporters
4.96
thousand supporters
2.10
thousand supporters
1.05 thousand supporters
million supporters
million supporters
million supporters
thousand supporters
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its codes of ethics and social responsibilities.
The evaluations of these sites indicate the
company relies on this balance to upkeep a
trendy outlook. The publicity response to the
relevant trends in society is crucial to the
brands promotional directions.
An example of this process is the diversity
of the company's statements in 2012. The
focus into successes started for the 2012
Olympics then the distorted to celerity product
promotion in the less active season; followed by
the introduction to wellbeing with the start of the
'Movember' campaigns.
The Tweeter reviews revealed that social
networking views of the company are mainly set
on its brand image and ethical statements, less
related to reviews or advertising of products.
Some tagged reviews can be seen however they
are mainly in context with individual lifestyles
or personalization ensuring the cooperation is
not responsible for any set views.
Targeting Generation Z
'The First True Digital
Natives'
For most people the digital format is the goto source of information and entertainment on
demand, yet it is not second nature. On the other
hand the individuals born into the 21st century
are bought up immersed into the digital medium.
From the social, governmental bodies to individual
wellbeing, these upcoming generations will deal
with direct influences of digital interfaces
and services. These trends are already taking
shape in everyday decisions. The diversion from
physical to digital has already shown dramatic
attributes in globalization and freedom of data
but also negative cases such as lowering physical
interactions and obesity.
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Throughout the years companies such as
Gillette will have to adapt to suit these
changes to ensure they can maintain their
leadership in relation to the contemporary
market and innovation expectations.
Designing their products to suit these
changes will be key to their deliverables
successes for the emerging niche markets.
In addition the branding strength will
have to remain consistent as studies
already indicate this generation is highly
responsive and knowledgeable in brands
and their representations. A study shows
individuals by the age of 3 can recognize
almost a 100 brands.
The Essence Of Gillette
To give an overall view of what Gillette
stands for as a company a word cloud was
created. The brand words collected through
research and views as well as from the
Gillette website. Three words were chosen
that most encapsulated the idea and meaning
of Gillette.
The Best
Sharp
Manly
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Digital Education & Interaction
In a technological expanding society, digital content is becoming readily accessible and prevalent
in our daily lives. Content and information found on the Internet is rapidly expanding, and
resources available to the population are readily accessible. There are three main advantages of
bringing digital education to users through digital technologies.
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Up-To-Date Content
Interactivity
Visual Learning
Digital technology allows for the flexibility
of learning by lifting the limits on accessing
resources and tools from any location with
an Internet connection. One of the biggest
advantages of this medium is fluctuating
content, refreshed and updated information
that can help younger users understand
more complex issues such as the news or
a scientific statement. This shift in material
aids breakthroughs by illustrating different
perspective in subjects such as science,
historical events and other out of curriculum
topics. This strongly ties in with branding and
customer loyalty aspects of Gillette's social
networking sites and their content adaptation
to suit current events.
The combination of user habits such as social
networking (Facebook/Twitter) and informative
materials (educational/news) can create a positive
learning environment, engaging with audiences
effortlessly. Digital technology allows the adaptation
of materials to best suit individual's interest and
activities, ensuring personalised stimulants to keep
users active through their daily lives. According to a
case study released by Intel, a group of struggling
third graders in Rancho Cordova, California,
learned to absorb their math curriculum quicker
through an interactive program called "Go Solve."
Students of all grade levels learn more efficiently
and effectively by doing, and interactive software
allows for that hands-on opportunity.
Online video content or illustrative programs
allow the users to learn visually. Most
teenager do not understand the importance of
newspapers and other publications however
are open to most other visual Learning, either
interactively or passively. Even though a lot of
software and sites have been developed to suit
this fact, not many companies have invested in
alternative product design solutions. With the
use of cheaper technologies a market leader
such as Gillette can develop multi- functional
equipment to visually perform simpler tasks.
The boom in 'Wi-Fi' and 'online storage' systems
will also support this aspect by allowing the
reduction of components and costs in new
digital technologies.
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Role Models & Responsibilities
Teenagers begin taking on adult roles and responsibilities just after the adolescence years. As a result most select role models to illustrate and
adapt their abilities to set styles and justifications. Hand-in-hand with branding, Strong role models can be hugely important; with them the teen
can learn skills and characteristics needed to succeed later in life.
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Purpose
Interaction
A role model helps the teen establish a
sense of identity and purpose. This can
define the qualities they hope to emulate
and demonstrate, for example a successful
businesswoman may validate how to thrive in
a competitive environment. Subconscious most
teens can integrate these qualities in addition
to set brand values as their own personalities.
While figures like Gandhi and Michael Jordan
may provide indirect inspiration, the best role
models for teens are ones who they can directly
interact with on a regular basis. Even though
this is not possible on a mass scale, technology
can aid this process by presenting interactive
services to imitate this need. As generation Z
grows into their teenage years they will be very
familiar to this medium as part of their culture
making the process seamless.
Effects
With a good role model, a teenager learns
ways to make productive choices easily;
set aspect will be added to the individual's
behaviour that allows them to confidently
make choices. Over time it is healthy for
these icons to change so new skills can
be introduced; helping build up a set of
essential life skills. Sports and entertainment
celebrities used on most of Gillette's
campaigns may not always be the best
choices. The selection will have to be made
with strong emphasis on personality qualities
in addition to the common skillset.
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Considerations
Misconceptions
Children emulate the behaviour of their mother
and father however outside influences can
be dramatically change ideologies on a much
faster rotation. The branding identity and
company values can have direct influences on
the younger users. Gillette can use these factors
to invest their interests within the target market
using positive interfaces such as education to
introduce younger groups to the brand. This
may be a positive factor for both parties was
Gillette gain audiences and the teens again a
safe resource of information.
Media such as movies and television usually suggest
easy-to-solve problems when dealing with role
models. This is a common problem, as individuals
have to be educated on the requirements of skills
and means for solving problems. Corporations
and brands have a main effect on the selection
of role models too; a company such as Gillette
should promote a balance of educational and
physically active role models. The concentration
of 'sports' and 'competitively' celebrities second
the fundamental humanitarian qualities of the
brand values.
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Adverts & Campaigns
Outdoor Push
The outdoor push is part of Gillette's overall Great Start campaign,
which launched early 2012. It aims to celebrate sports coaches and
inspire young people to get involved in the coaching profession.
It takes full advantage of Gillette's sporting element of being the
best. Three tower blocks were erected in Stratford overlooking
the Olympic Park. The location has been chosen to maximize the
campaign's awareness to traffic running to and from the Games.
Masters of Style
Andre 3000 Stars in Gillette's new stylish campaign. Gillette's
Masters of Style commercial introducing Gillette's Fusion ProGlide
Styler has been receiving great reviews. The use of chic and sexy
celebrities is a smart way to market Gillette's stylish and more
desirable side. They have a desire to look like successful and
famous celebrities such as Andre 3000 and are thus more likely to
buy into the stylish new campaign.
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Movember
Gillette Joins in on Movember to Sell New Facial-Hair
Trimmer. Sometimes when marketers can't beat a trend,
they join it. For years Gillette has been losing face to the
less-shaving movement, is backing Movember in the USA
and UK, a campaign that urges men to grow moustaches to
raise awareness for prostate cancer. This campaign kills two
birds with one stone; the use of a charity shows the sensitive
and caring side to the Gillette as well as being able to
market to the facial hair side of the market that had never
been done before.
Champions
The 30-second television advert is a montage of great
moments from each sportsman's career and each athlete
saying the line "Prepare to be your best today". The
company signed the different sports stars: Woods, Henry
and Federer in 2006 to give the brand wider exposure.
Their reputable charitable actions, support of social causes
and true sporting values made the different sports idols
the perfect candidates for the adverts as it proved to be
Gillette's most successful advert yet.
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Masculinity
"Masculinity is having qualities or
characteristics appropriate to a man".
It can be used as a degree of comparison;
who is more masculine or the most masculine?
Who is the best man?
The constructs of masculinity vary across
historical and cultural contexts, styles and
trends. Make up and wigs were considered
masculine back in Georgian time, the idea of
masculinity is changing all the time.
In this day and age, being the most masculine
man with the biggest bulging muscles is
a dying concept. It is time to focus on the
present qualities of what truly makes a man
rather than the primal qualities of being the
strongest in order to survive.
In order to give the best a man can get as
Gillette promises they must accommodate for
all different types of men.
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Perception Of Manliness
Six different personas we often imagine when we think about manliness.
The Warrior - Protector and Defender of
Freedom
* Example: the tribesmen who protected the village from attack
* Possible Positives: Toughness, leadership, courage, sacrifice
* Possible Negatives: Callousness, difficulty in adjusting to civilian life and
relating to non-soldiers, unwilling to question authority
The Lone Wolf - Disregards Cultural Rules
and Conventions
* Example: He is the cowboy riding his horse alone into the sunset
* Possible Positives: Self-sufficient, free-thinking, independent, his own man
* Possible Negatives: Can't ask for help, difficulty in forming connections
with others, depression, suppression of emotions
The Adventurer - Desire to Travel, Explore,
and Conquer.
* Example: The first man on the moon
* Possible Positives: Free spirit, courage, vitality, risk-taking
* Possible Negatives: Flighty, inability to commit
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The Gentleman - Is Suave, Polite and
Respectful to All
Six different personas we often imagine when we think about manliness.
* Example: The popular lead singer in a famous band
* Possible Positives: Well-dressed, well-mannered, confident, witty, easily
wins friends and woos the ladies
* Possible Negatives: Superficial, neglect of the inner life in favour of
outward forms, lack of toughness
The Statesman - Has a Bedrock of
Principles and Vision
* Example: The ancient Greek politicians and senators
* Possible Positives: Idealistic, driven, civic-minded, and principled
* Possible Negatives: ego-centric, pride leading to scandal and corruption
The Family Man - The Average Joe Who
Works Hard and Does the Right Thing
Every Day.
* Example: A loving father, son and husband.
* Possible Positives: Hard working, loyal, good husband and father, good
values, rarely complains, solid all around.
* Possible Negatives: Aversion to risk, complacency
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Perception Of Facial Hair
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Gillette, context, Trends and direction
Trends
Context
Alternative sex goes
mainstream. The distinction between whats ‘normal’
High levels of youth
unemployment
and what was once considered ‘abnormal’ is steadily disolving.
The low levels of youth employment will limit the spending
power of under-25s-who show high levels of enthusiasm towards
designer brands
Generation Z
Role models
A lack of role models in our society and the wrong role models
shown through celebrity culture
Digitalisation
Family values
The network effect
Family distance, family problems and time spent together.
Youth responsibilities and perspectives on life
including relationship influences
Individual preference is a diminishing driver in an interconnected world. But a new economic model takes herd thinking
into account.
Boys to men
Positive vs negative cultures within youth
Winning
Number1
Comfort
Technological
Quality
Professional
Best
Manly
Precision
Brand Values
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Personas
Billy
Billy is 16 years old and in his final year at secondary school. He's
very outgoing, extroverted and carefree. His favourite lessons at
school are P.E. and Art. Billy enjoys art because he can do whatever
he likes with no restrictions and show off his creativity unlike in
math's, Billy's least favourite subject.
He likes to play basketball and football with friends from school
and after school he normally hangs out with friends at the local
recreation ground or plays video games when the weather is not so
good.
On weekends he normally goes fishing with his dad whom he loves
because he never gets to see him enough during the week as his
parents are divorced and his father works a lot during the week.
When they can't go fishing his dad normally takes him out for a pizza
express or to ASK, Billy's two favourite restaurants.
Billy is going to college soon after he finishes his GCSE's, He is
nervous but looking forward to the step up as he feels there will be
even more to do there. Billy does not know what he wants to do when
he is older yet and is hoping college will give him more of an insight
into what comes next.
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60
Mario
Mario is 23 years old and has just received his degree in Media
Technology at Goldsmiths University in London. He is currently
teaching windsurfing in Cyprus for some extra holiday money for the
summer; afterwards he plans on going travelling to East Asia, Australia
and New Zealand for a year.
Mario prefers the relaxing beach life to the hustle and bustle of
London. His hobbies include windsurfing, web design, racing bikes
and swimming. He was the captain of the swim team at Goldsmiths
and won several gold medals in his university years. Mario also enjoys
electronic music like dubstep and drum & bass and goes to a lot of
raves with his friends.
Currently not looking for a girlfriend in Cyprus, Mario does not want
to get emotionally involved with anyone for now as he knows he will
have to leave soon. Instead he enjoys flirting with the bikini babes and
trying his luck at the beach bars over a few cocktails.
When he comes back from travelling Mario wants to become a freelance web designer and continue to teach windsurfing when he can.
He is not prepared to settle down into an office job just yet and wants
to live care free for as long as possible.
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61
James
James is 31 years old, lives in Birmingham and works as an account
for HSBC; his work involves market shares and the stock market.
He graduated from Bristol University with a first and a master's in
business economics,
James finds his job stressful, he has to work a lot of hours and
often doesn't get enough time to himself or spend as much as he
would like with his girlfriend. James has been seeing her for two
years now and feels it's a good relationship but he is unsure about
marriage at this stage.
If James had more spare time he would like to go to the gym
more. He has a membership with fitness first but only goes once
or twice a month. His current hobbies that he can manage around
his long working hours are yoga and boxercise with his girlfriend.
After a lot of time being convinced to go he actually enjoys them
thoroughly.
His family live in Wales, so he hardly gets to see them apart from
on Christmas and Easter and other important family events. James
is a Christian and goes to church every Sunday if he can, he would
like to volunteer for a Christian charity one day to help out in a third
world country.
A
62
Gareth
Gareth is 55 years old, lives in Southampton and is a NHS GP at
a practice in Winchester. He is married to a beautiful wife with 4
children ages 15 - 24, three boys and the youngest a girl.
Gareth works a lot of hours but also believes strongly in family
values. He will always make time for his family, they do everything
together. Taking holidays to the Caribbean almost every year and
small outings or meals with friends every few weeks.
Gareth's disposable income has enabled him to buy a very nice lotus
sports car and renovate and extend his house into a very luxurious
eight bedroom home complete with a swimming pool and a hot tub.
When Gareth was younger he used to high dive but he feels he is
past his prime now and his hobbies are now focused on swimming,
sailing and scuba diving although are difficult to fit it around his
work and family schedule. The only time he really gets to enjoy his
hobbies are on holiday in warmer climates with as much time as he
needs.
Gareth is content with life after working so hard and feels proud
of everything he has achieved but is most of all proud of his family.
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63
Adcepts
Fusion of Tech, Power and Heroism
In looking at the Gillette brand values of
*
*
*
*
*
*
*
*
Cutting Edge Technology
High Tech Bright Colour Style
Contrasting Light on Dark
The Best a Man Can get
Futuristic
Power
Strong Alpha Male
The light cycle from the second Tron movie, Tron Legacy 2010 seemed a good base start for
a motorcycle brand stretch for Gillette. With the ability to get alpha females. It is all about
energy and technology, speed, the future, the best you can get and many would relish a bike
like this.
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64
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Coolthings.com. (2010). Cite : Final ecco. (Date Unknown).
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Like Father Like Son
This conveys the direction and point of the adcept well as it shows the father and son both smiling
and happy, getting really involved together in the game they are playing. It is a father and son
bonding activity, the body positioning of the father and son is key, they are almost touching. This
consolidates the fact that the father and son are very close.
The picture really captures the beauty and essence of what the loving father and son relationship
really is. The well-known phrase and slogan for this adcept; "Like father like son" makes the
viewer have a sense of familiarity to adcept strengthening the contextual values of the father and
son relationship. This adcept is light hearted and touching, any father could relate.
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Like father like son
The best a man can get.
A
67
K
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69
70
71
Y
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Push to be the best
This adcept illustrates the trending sports personality Mo Farah who came 1st (5000 and 10000
meter race) for Great Britain at the recent London Olympics. The adcept focuses towards the 1325 age group, to gain brand loyalty. The adcept emphases on the idea of a role model who has
pushed themselves to be the best they can be, which associates to the direction of boys to men as
possibilities at looking at role models for these growing boys.
The adcept captures the sharpness of the brand through the crisp black and white images. The
adcept also encapsulates a friendly personality as Mo is staring towards the logo of Gillette, which
creates a positive vibe for the brand. The adcept also showed a sense of culture which ties in with
the globalization of the brand. The strapline inspires the target audience to be the best.
K
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Push to be the best
K
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It’s Your Time - Makes Your Choice - Make
The Change
"The Best a Man Can Get" is Gillette's tag line used in most of their advertisement and promotional
campaigns. Over the years the definition of this line has adapted to suit the perception of the
population to ensure the biggest participation and brand association.
The underlying problem with this ideology has been the misrepresentation of what type of men are
commonly seemed as 'Best'. Gillette as a brand does not outline any core humanitarian fundamentals
that are represent in their tagline. As an alternative this banner can illustrate how this very powerful
statement can be used to influence the population's ideologies and educational understanding.
Y
75
Y
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Group Chosen Adcept
This adcept was chosen because of its links to every contextual reason within the research and to
the brand. The picture itself relates clearly to the Gillette image, it vividly shows the contextual
reasoning of 'boys to men' with the manly father figure and the young boy both of which are
expressing emotional feelings of love and happiness. The strapline encapsulates the need for the
boy to pursue a successful lifestyle of being the best as well as relating the strapline with the
normal Gillette slogan of 'the best a man can get'.
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He needs the best
The best a man can get.
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STEVE ANALYSIS
as; support for organizations that address critical needs to improve
the quality of life in the communities in which they have operation.
Areas of involvement include:
Social:
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*
*
*
*
Gillette prides itself for its achievements in social responsibility
and stakeholder cooperation. Over the years the Gillette brand
image has long-held a view of good citizenship through many
different projects from corporate contributions and employee
involvement, to improving local communities. In recent years
the company has distributed its attention worldwide to gain
a positive response internationally. These projects including:
*
*
*
*
*
Education and jobs skills training.
Arts and culture.
Health care (Cancer in men & women).
Housing and Community development.
Social services.
Technology:
Gillette is top of the tree with disposable cartridge system shaving,
scoring top positions in independent reviews such as those by
Which?. Constantly keeping up with trends such as the younger
generation favouring elements of facial hair introducing products
like the Gillette Pro Glide Styler set.
School renovations for kindergarten children in Santiago, Chile.
Literacy programs for the young in South Boston, Massachusetts.
A swimming club for the disabled in County Kildare, Ireland.
Disaster relief for victims of the earthquake in Turkey.
Donations of personal care products to survivors of floods.
Prom the outset the brand has been technology led, Introducing
multi- blade systems, including the highest number at 5, pivoting
necks, top in blade technology. Precision blades, with hair lifting
and micro fins, lubricating strips.
As an alternative to direct involvement the company awards
financial grants to upkeep its positive brand image in some of the
more complicated areas. Their main interest has been identified
Economical:
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Procter & Gamble is on top of the market with the top stop in
UK sales for shaving. This is through their power brand Gillette
which has 52% of the value shares of the shaving market. They
have managed to maintain this top spot through continuous new
products and substantial promotion support, not forgetting their
popularity from products such as the Gillette Mach 3 and the
Gillette fusion. (Mintel, 2012)
following the ethos of Gillette being "The best a man can get". The
fundamental principle value has adapted in recent time and there
is more attention on style with the "Master of style"campaign
recently run by Gillette, targeting men who style their facial hair,
as opposed to sporting a clean-shaven look. Offering the best
and the stylish, Gillette are becoming more focused in producing
quality goods with style.
The own label market could be seen as a threat as they have
concentrated on branding to make sales more effective. This has
enabled them to carve out their own spot of the market share of
11%. (Mintel, 2012). Despite the economic crisis of the past, Gillette
has been able to maintain their sales and stay top of the market.
"The best a man can get" the slogan used by Gillette represents
perhaps the most dominant position of any global consumer
goods brand, with an estimated 70% share of the global razor
blade category. Years of product innovation and heavy investment
in marketing and advertising has imprinted the value of Gillette
being "The best a man can get". (Branding Strategy, 2012)
Values:
Environmental:
More than 600 million men around the world start their day with
Gillette. This is a testament to the trust that men have in Gillette
products and indeed the Gillette name. It is this trust and this
responsibility that Gillette focuses on the consumer by producing
competitive quality products that have unparalleled history of
launching breakthrough innovation at the very heart of their R&D
department. (PnG, 2012 )
The biggest environmental concerns for Gillette are it's excessive
use of packaging and poor choice of materials in it's products.
The Gillette Fusion is a prime example of the average Gillette
razor product, it was recognized for its excessive use of
packaging, including a tough plastic over-wrap combined with
cardboard, paper and soft plastic inner wrappings. Fusion
requires replacement cartridges after every 4 to 7 shaves. These
Gillette uses iconic figures such as Roger Federer of winners
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Environmental Continued:
cartridges end up in landfills and contribute to pollution over time.
More eco-friendly shavers can switch to electric razors to reduce
energy consumption, preserve resources and divert waste from landfills.
The weight of environmental damage done by Gillette is in the
packaging. The following products made by Gillette contain PVC plastic
in the packaging: Fusion Razor, Mach 3 Razor, Turbo Razor, Fusion
Razor, Venus Vibrance Razor, Gillette M3 Power razor blade, Gillette
Sensor 3 for Women Razor Blade. These products are dangerous to our
health and environment from start to finish - in the factory, at home,
and when disposed of, releasing toxic chemicals linked to cancer and
birth defects. Safe and cost-effective alternatives exist that Gillette
need to use instead of PVC.
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Project Directions
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Chris's Direction
Persona - Ricky Jones
R J age 12 lives on the Runnymede estate, his
mum had him aged 17, dropped out of school
and been on benefits since. His dad got
arrested for dealing dope to try and make
ends meet, and as he used to hang out with
the estate crew RTC (Runnymede Thug Crew).
His mum loves him but does not understand
what it is to be a guy.
Scenario
RJ like most kids wants to be cool, get
respect, have fun, bit young for girls but wants
to impress them , especially CJ whom he has a
crush on. He sees the cool stuff the gang kids
have, the phones, the cars, the play stations,
but also sees how they get it hurting others,
sees the drug effects, messed up friends. He
sees nice areas with friendly neighbours and
sees how his estate is fearful and unfriendly.
As broke he is often bored, and stressed but
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no way to let loose and constantly under
pressure to hang with RTC, and get work
and Ps (Cash) like some of his mates do but
scared of them as seen them act friendly
to him but seen them beat up others like a
friendly shopkeeper. He sees his schools
female teachers talk about educated, but then
sees people say those with degrees expect a
job but the world owes them nothing so thins
why bother. He occasionally sees his dad who
is regretful and tells him to stay away from
RTC. RJ has a school mate from rival estate
Lancaster, who is cool, same place CJ comes
from. But if either cross Cowley Road, then
risk getting battered or 'shanked' (Stabbed) .
He likes creating stuff, and graphics and
music but his school only does sappy girlie
instruments like the recorder and singing
rubbish 'Kum Ba Ya' hymn songs with acoustic
guitars with a nun, whilst art class is mainly
drawing and painting flowers. RJ wants to
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Chrissy Mahlmeister . (2012).
customise cars like in Fast and The Furious,
'bad ass' designs not boring appropriate stuff
in school. He sketches his ideas and saved
up his money, to get a decent set of pens.
His mates spent it on hash and spray cans and
just tag their signature everywhere. He is also
learning 3D Studio Max and Maya as used by
special effects companies from pirate copies,
but his mum's computer is ancient and cannot
handle rendering it. His school does not teach
this. He wants to learn but not be some goodie
nerd guy who gets beat up with no mates.
Someone who where's a suit, who never has
any fun and really boring.
he wants to look after, be cuddle friends, to be
like boy and girlfriend like in American teen
movies. He also loves playing Ghost Recon with
her as she is really good.
RJ is basically at a cross roads. He wants to get
a job doing cool creative stuff but lacks the kit
to do much and all the system is holding him
back. He does not want to prey on other but
wants access to the cool stuff others have and
sees how they get what they want but also how
it hurts his community, he is really bored and
mum not into boy stuff, plus cannot talk to his
mum about girls or hot stuff.
He like others has seen porn, but also seen how
people make love in movies and it seems better
but regular films don't show how you actually do
it. His school teaches nothing other than what
goes where and it makes babies. No kissing and
feelings stuff. It makes him feel bad for wanting
to see girls boobs, and does not explain how
you tell if a girl likes you let alone how to get
them into you. He sees the gang thugs getting
girls but sees them treat the girls bad calling
them 'skets ' and how the girls get pregnant
and don't want to be like that with CJ. He likes
looking at CJs breasts and imagining her naked,
but wants to snuggle and hug her, to hang out,
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Gillette has the ability to steer him away
from the gangs, meeting his needs with the
knowledge, the activity centres, could help
train him up and channel his creativity into
something positive, helping him get income, get
him the job that can pay for Gillette products.
Or he can start working with the gang but once
in you are trapped for life.
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C
To work out how to go forward it helps to go
back, right back to basics, in understanding
your target demographic you understand
what makes them tick and how to meet their
needs. Male and female humans needs have
not changed all that much since cave men
times and it helps to reduce humans to basic
animals or better a blank clone.
There are different life stages with different
needs and it is the adolescent stage that is
very poorly handled both in preparation
before hand and during.
Other cultures such as those seen in northern
Europe understand this stage better, from
early childhood children are prepared for
adolescence. As an adolescent parents
there change the upbringing in line with the
teenagers development, helping them meet
needs. They do NOT view adolescents as
children, or full adults but a separate, life
stage different to adults and children.
Instinctive Pyramid of
Needs
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Figure 23 . Cite : John Hanes. (2012).
To fix humanity you have to reject religious
ideologies and accept humans are animals, a
form of ape as a corgi is to a wolf, as animals
we have a hierarchy of needs.
away from extreme cold or heat, poison in the
water, anything that can cause severe wounds,
predators, hostile survivors.
A good way to understand this is to equate it
to being shipwrecked.
Level 2 on the lifeboat you then need
protection from the elements, food, water,
ability to loose waste products, sleep
Level one is instant survival, getting away from
a burning ship, the ability to breath, to get
Level 3 on an island with all the above and
supply of resources, be it from family or a
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small job, some comfort you now need
a purpose, hope, and to find some form of
companionship. If a child and even as an adult
a family, support and protection.
Level 4 you need acceptance, status, respect, to
find mating partners, achievement, to be able to be
accepted into factions matching your interests that
help you advance in life. Parties, graduate jobs etc.
Level 5 you are fully secure, have your needs met
and healthy challenge in life, are fit, have secure
relationships, most likely kids, a good position in life,
independent control over your life. Security etc.
Humanity Adolescent
Drives & Needs
Instead of having sonar, wings or great strength
humans evolved advanced brains, manipulative
hands and better use of tools. Being weak
humans evolved to form complex social groups for
protection, organised and ordered, useful in hunting
and survival. Like most species upon entering
adolescence and becoming fertile , males get
competitive to achieve position and status which
intern attracts a better choice of females to mate
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with. This competition strongest in adolescence
to ensure passing on genes before death and to
try and reproduce at a time the best ensures the
future offsprings chances in life, by allowing time
to still be around to assist offspring with their
children. As without our technology, medicine
and advanced society life expectancy would be
in the 30s. Simple maths thus demonstrates why
hormone levels peak in adolescence.
Female humans like the rest of the animal
kingdom attract mates and compete with
females by signalling fitness, fertility, and
availability, reproductive potential and quality
companionship and signs of being a good
mother to future offspring.
In males females seek those who can provide
protections, provide for them and offspring,
confidence strength, experience, alpha
characteristics, status. Often males compete
in sports, combat, choose clothing indicating
rebelling, strength, risk taking, wildness, status.
Unfortunately many of these are achieved
through crimes of 'male rutting'.
Instilling the need to compete and with this
86
you have positive and negative competition.
Ape Characteristics of
Manhood.
Positive being sports, education, use of talents in
arts, caring for others and positive responsible
leadership, getting fit, defending others, caring
for kids. Challenging environment but working
with it, employment, promotion, decent business,
DIY, protecting others, getting political to achieve
positive change using power responsibly. Persona
wise this could be a Gorilla.
Super strong, very capable of fighting but
actually very peaceful, power used to protect
family, smart, very gentle, cares for injured
children and kittens, prefers display of power
to avoid conflict, but more of the, 'Make sure
my daughter has a good time and comes home
safe and we're pals protective dad type.
Http://www.youtube.com/
atch?v=CYD6KZsOjxw
Negative being chimpanzee like. Aggressive,
violent, wanting to dominant, forming
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Figure 25 . Cite :
predatory gangs, enjoying violence and
actively seeking it, bullying, ignorant, hot
headed, erratic, highly unstable emotionally,
into getting drunk,
In the past gorilla characteristics were
looked up to as role models, paternal, strong,
protective, but gentile, intelligent, caring.
Now in the uk there little difference between
a gang of chimpanzees and your typical gang,
chav, football, drunken respect seeking yob,
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Figure 26 . Cite :
Wrong Way to Meet Male Needs
for victims. Where youths video attacks they find fun.
If you want money you rob a bank not a little old
lady. Your needs are food, medicine or textbooks to
get into university and better them yourself not the
latest phones and sports shoes when yo already have
several of your own. Poverty is an African walking
miles to school each day. Not someone with a wide
screen TV. People are killed simply for where they
live. (Cite: Alexis Akwagyiram 2008). Extreme violence
and murder for polite requests to behave and stop
throwing conkers or chips. (Cite: Shiv Malik 2011) (Cite:
Staff and agencies 2005.) Bleach attacks on mothers
and children for being asked to be quiet in a cinema.
(Cite: Martin Wainwright 2009).
Young children called 'youngers' or junior gang
It is now common in the UK to hear about casual
stabbings over the slightest challenge to male
teen and young adult's abusive and destructive
and immoral behaviour as part of the urban
culture of seeking so called "Respect."
Some from estates claim this is about money, but
that does not explain the sheer casual attitude to
extreme, often sexual violence and attitudes to
females and a total lack of guilt, remorse or sympathy
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Figure 27. Cite Evans. R and Fernandez.C. (2011).
members looking to 'Earn their spurs' enjoying
assisting in extreme violence to others, acting
as lookouts, storing and carrying weapons to
killing such as those in figure. 27. Cite: Evans.R
and Fernandez.C 2011). Whilst before 9 year
olds had comics, toys and maybe a copy of
Playboy, now its murder weapons.
Whilst in the past children curiously checked
each other out harmlessly with "You show me
yours show you mine." or "Doctors and nurses
games" with friends, you have now children
10-13 years old and young teens carrying out
gang rapes without remorse or any hint of
morality or care for others. (Cite: Paul Harris.
2010) Angus Stickler (2010) states,
"Interviews with more than 350 women and
girls by the charity Race on the Agenda
revealed the use of rape to punish girl gang
members and relatives of rivals."
What is particular horrifying is the rise in gang
rape by young teens. (Cite: Samura. S. 2009) who
compares the thinking and behaviour to African
militia groups using child soldiers to carry out mass
mutilations, rapes and killing without any care.
The fact this generation has parents and
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teenagers purchasing knife and bullet
resistent casual clothing from the likes of
www.Bladerunner.tv says it all and attitude of
gangs and chavs towards females and rape
also indicates the need for anti rape devices
such as 'Rape-aXe' (Cite: Amanda Bailey).
Other Groups
Whilst these are more serious examples
there are also still all the struggles peaceful,
studious, sociable adolescent males have
with trying to grow up into manhood and
succeed in life and meet the their needs in
adolescence to help them do well in adult life.
Struggles defining who they are, getting fit,
dealing with bullies and the need to find
acceptance, get jobs, get independence,
gain success, define how to be a male, what
makes a good alpha. With a lack of time due
to work hours, parenting left to females or
absent fathers without replacing this with an
alternative male role model, guide and alpha
leader, or simply a poor quality family or life
is pushing young males to join with chav/gang
culture to fill the vacuum.
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Red Herrings
It is also naive to isolate these problems on
sex and or drugs. In the past subcultures known
for drug use such as the flower children and
hippies of the 60s have been very peaceful,
community minded and very socially politically
active pushing for an end to the Vietnam war,
supporting women's, gay and Afro Caribbean
rights and calling for equality, heavily involved
in environmentalist activist groups such as
Greenpeace and the Sea Shepherd. Socially
and environmentally conscious companies such
as Bodyshop and Ben and Jerry's all originated
or were inspired by the values of these late
60s cultures associates with drugs such as LSD.
More recently in the 90s these forms of thinking
resurfaced with the rave groups and DIY cultures
such as the Luton Exodus Collective (Cite: Exodus
from Babylon. 1997) who tried to get unemployed
youth involved in more positive activities as
have many 'Positive political ' squatter groups,
very different from Romanian groups taking
people's houses when the owners were out.
These 'positive political' squatter groups move
into derelict abandoned buildings, tidy them up,
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often turning them into arts and community centres occupying local youth
and actually making the local house prices rise getting the support from
the local neighbours.(Cite : Smith, A. 2012) , (Cite : Urban 75. 2003) and
(Cite : Wikipedia 2012). Such groups encourage youths to clean up their
neighbourhood, avoid trouble, have free raves. Instead of supporting them
the authorities tend to crush them for bringing youth together and teach
them to be less obsessed with consumerism and money.
Sex and bonding is a natural part of adolescence, you don't have to get
pregnant through sex with modern technology. Like most things there is
the notion of learning to walk before you run and waiting till ready to
take the next step, following safety rules and using safety equipment,
proper training. You can have a society.
You do not need to have the latest phones or gadgets to live life with an
older model will do, what matters is the sports shoes are comfortable, if
you don't like the overgrown scruffy wasteland and graffiti youth can get
together, spend less on sports shoes and fashions, stop drinking alcohol,
doing drugs and purchase gardening tools, paint and do up their estates,
learn craft skills, do artworks, empty skips and build things like skate board
ramps for all to use and invite those from other estates to join in and share.
Instead of two estates killing each other one has an adventure playground,
one a skate park, they share, have both skate park and an adventure
playground, plus bigger parties.
Statements like moving away from god or religion also not wash. The
biggest religions that claim most to be the definers of what is moral
tend have some of the most appalling records in regards to sexism,
misogyny, homophobia, irrational thinking, injustice, a history or killing
and mutilation, savoury and abuse of kids. In particular a very poor
record of treating single females in peak sexual years such as young
teens seeking and competing for mates.
You also do not need a suit, and one bland conformist way of life. Many of
the best people who have done the most for society have been the biggest
rebels and least sheep like. Humans are animals and reproduce sexually.
The founder of the company King Gillette was a strong believer in creating
utopian societies, free from the chaos and violence seen with competitive
societies. Having written several books on the subject. He would look at the
current problems with young males lacking strong guidance, discipline, and
role models to turn them into confident, strong, yet caring responsible citizens.
Single mothers can have male friends who can act as role models,
young boys can join groups like scouts. Can buy cheaper sports shows
and join clubs with activities like parkour which is free, learn skate
boarding etc with guidance and positive group activities.
Whilst many blame a lack of family values, single parents, drugs, materialism
and advertising products sexual material such as porn the cultures surrounding
these young males needs to be looked at as it has the most effect.
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Figure 28
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Gillette New Direction :
Helping Young Males Find
Positive ways to Go from
Boys to Man
Now as seen gang and chav chimpanzee cultures and peer influence are extremely destructive
and whilst seeming a short time solution like a payday loan it comes with a major price where
you loose your identity and independence, instead of protection end up in fear of attack more,
ruin your environment and most likely end up dead or in jail.
Gillette as a brand has been loosing the teen
and young single adult male market due the
perceived need for regular shaving.
Access to cultures such as extreme sports, rock music, street racing are a far better solution
meeting all the needs in a positive manner, get good you get sponsorship and an income free
from corporate suits, the girls, the respect, the adventure, challenging nature with respecting it
as seen in surf, snowboard and similar cultures. Where the senior members with respect gain
it from achievements and helping others not preying on them. Leaning respect does not come
The term that was chosen to look into was
health and well being, with the sub issue of
Boys to Men.
Places like youth clubs, and many other activities are too tame, seen as boring and too squeaky clean.
What figure 28 and the last few pages shows
is that young males need several things:
* Knowledge in how to be a successful male.
* A means of impressing others, most likely
physically that gains them respect from
peers, entry into an alpha faction that in
tern gets them access to females they desire.
* A feeling of over coming challenge, winning and
gaining a feeling of power beating others.
* Leaving boyhood behind to become a young
man with males to socialise with.
* Financial, sporting, sexual success & position.
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Figure 29. Cite : Aispuro. R.. (2010).
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Member. (2010).
EMP. (2012).
Mackingster. (Date Unknown)
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Annon. (Unknown date).
Member. (2010).
Blow the Scene. (2012).
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Only4Wallpaper. (2011).
Member. (2010).
Izquierdo. I. (2008).
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though fear forced on others, but from how
much others are wanting to help and look up
to you when you have no more power over
them. That you get respect for creative arts
the wilder the better, encouraging youth to
channel their energy into wild arts like that
seen in customising cars, hair styles wild
music, getting away from urban music cultures
with its support for gang thuggery and more
into rock, psy-trance, Goth, emo, nu-metal etc
musical styles where people burn out energy
and issues into massive mosh pits stage diving
into crowds but nobody wishes to harm others.
Where all look for others, with a rebellious
edge, but where police used to turn a blind
eye to teenagers in the nightclubs as there
was never violence or trouble thus being safer
than on the streets. Where people bumping
into each is part of the fun and dance not
the start of knife fights pushing selves to the
extremes in adventure sports, hair styles.
Environments that encourage a feeling of
belonging, developing talent, passion with the
opposite sex and feisty intelligent females,
C
with no turf issues, outsiders welcome, where
the dancing is a manic way to get fit. And you
get respect for extreme moves on the dance
floor. Music scenes where money is not a big
issue, clothing cheap, mixing those with no
money and those with plenty but where income
is not an issue its what you do that counts.
Theses scenes have the strong community spirit
that those missing father figures crave without
demanding thug rape gang activity and abuse
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of others or risk to self.
Where products that give a lot of creative
freedom, like Gillette's Fusion Pro Glide Styler
are perfect for the expressive hairstyles.
Where the branding colours and style of the
Fusion range fit in perfectly.
Where values like hi technology, exactly as it
says on the tin, quality, practicality are prized.
C
The Knowledge of
Manhood
holds barred knowledge on all a young male may
want to know or need to know in a central hub.
With often absent male role models, useless
clueless, utterly deluded parents who look at
adolescent male offspring and see a boy, a
prepubescent child, not a hormonally driven, male
developing into a man, that produces sperm, has
erections and all the other elements of puberty.
Who WILL have sexual feelings, desires and
emotional needs, the need to compete and take
on challenges to overcome to prove themselves
to their selves, as well as to other male peers and
females (Unless gay then others who are gay.).
A lunatic utterly useless, worthless culture and
school system obsessed with deranged notions of
'appropriateness' that refuses to provide the level
of sex education, body language, understanding
of the opposite sex in a realistic manner. Where
you are not taught vital life skills forcing youth to
turn to unreliable sources resulting in the massive
teen pregnancies that create the ghettos of chav
and gang cultures and absent father figures. With
a lack of a good male role model to impart this
knowledge then Gillette can do this in for from
of a website full of accurate reliable, explicit, no
* This can include every way you can or cannot
get someone pregnant or transfer STDS
so getting explicit where it comes to say
precum sperm transferring on fingers, through
underwear, STDs entering via eyes how there is
no such thing as pulling out, all about morning
after pills, were to get them, how you use
contraception without Errors In realistic ways
such as in the dark, back seat of a car.
* How to understand body language of a
female, understand how attraction works and
steering sexual attitudes more towards love,
affection, mutual respect, responsibility,fun,
passion, encouraging gorilla, not chimpanzee
persona behaviour.
* Joining in with the Channel Four TV
project that aimed to help youth learn how
unrealistic porn is and also humanising those
involved with it, showing the behind the
scenes reality. Linking in with an old Bravo
TV show Porn Week can help here.
* A how too video guide, or positive porn,
'Lovers Guide' advice section that is more
aimed at teenagers, in a realistic people
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*
*
*
*
*
*
*
*
pass wind in bed and how to cuddle without a
dead arm manner., How to remove a bra with
style, orgasms, understanding pregnancy, and
lots information of fatherhood and the realities
including maintenance payments.
As youth will be surrounded by drugs all
honest , no nonsense info from sources such as
the Lifeline Project in Manchester.
Testimonials from prisoners on the reality of
prison life, including the savagery, rapes, wrecked
lives. How ex prisoners have bettered themselves
and gone straight and found better ways to get
respect. Again no nonsense, no appropriateness.
All the financial information like a 'Dummies
Guide' to pensions, mortgages, rent, insurance
and benefits, legal advice, what to look for in
a place to live.
First aid in particular how to deal with bullet,
knife wounds and drugs gone bad.
Self defence techniques against the kind of
attacks likely in the urban environments.
How to maintain cars, bikes house electrical systems
in a home, how to fix many items like sports shoes.
Survival skills, the kind of info that used to be
taught in scouts and the army.
How to do skateboard, break dance, parkour,
C
*
*
*
*
*
*
*
*
magic, wild hair styles and a host of other ticks
to impress others without violence and gang
culture.
Advice on alternative career options and self
employment, setting up own businesses such as
crafts, producing own phone apps etc.
How to create wild hairstyles, ideally that
can go down for work, up for partying
Contact law and other issues regarding music
industry and how to avoid getting ripped off.
A whole host of creative skills that are
anything but girlie, so more how to produce
items to customise cars and bikes, special
effects, decorations for wild parties, clothing
styles that are macho.
How to couple dance.
Cooking, with more 'masculine' spicy food.
Very much the knowledge of manhood.
A key shaped USB dongle with the Pro Glide
Styler could be used as a entrance coming
as part of a gift set.
Youth Services with Strong
Male Guidance & Role
Models
C
Given the lack and inadequacy of local
government or charity youth activity centres,
this could include sponsoring and assisting in
the running of a new form of youth club. Less
appropriate and more modern encouraging
extreme sports. Possibly staffed by non
nonsense ex army and ex prisoners, Maoris,
stunt men, ex athletes and others tough
alpha males like bikers, tattoo artists, special
effects and other creative types, that could
be role models and male guides and father
figures that can impart more positive values
such as those from Buddhism, Shaolin monk.
Wicca etc. Moving away from traditional
youth centre activities to more masculine
risk activities like learning how you do movie
stunts, circus tricks and horror makeup,
These would need weapon detection,
supervision, lessons, possible friendly but
armed guards who can offer true protection.
Including bullet proof transportation to and
from homes, where those from different estates
can mix and socialise safely encouraging an
end to inter postcode violence and a place to
settle differences in negotiations.
95
A place to learn skills that can help find work
without having to resort to gang mugging and
drug dealing, helping reform those who have
been in trouble with the law before, possibly
helping them find creative employment such
as graffiti artists, redesigning or 'pimping up'
wheelchairs, disability equipment and skate
safety gear to encourage it's use. Gaining the
youth respect both through their art, channelling
their drives and through helping younger boys
find better role models and activities keeping
them from gangs. An advice centre so more
youth club. Not only does this give young men a
sense of purpose and a for filling job with status
lacking in many forms of youth employment. It
can also help find the centre. These could also
provide the basis for leagues and competition
between centres encouraging a positive team
spirit and friendly rivalry. Where youth get
to travel outside their restrictive postcode
communities, meet other cultures. Competing
not just in traditional sports like football, but
break dancing, parkour assault course races,
and skate routines etc.
Prizes can be Gillette brand clothing and
sports gear as well as activities such as sky
dives and kite surfing, rappelling, drives on
sports cars and aerobatic flights.
This is good business in that it pushes the
brand name in a positive manner which has
youth thinking constantly about the brand
name which would help when it comes time
for them to start shaving. This can also be
a useful data mining process with a ready
supply of focus groups to assist in further
brand development and design of new
products. Also a recruitment centre where you
have those with strong attitude issues from ill
treatment before becoming driven individuals
Gillette can sponsor in university.
This can also show that it pays to get educated
and out of their communities. Where normally
very few can go into higher education, assisting
to build portfolios, work experience, training
in 3D packages could also help, Plus deals on
Intellectual property where those who come up
with successful product ideas can gain an income
via royalties, which then sets a positive example to
others and also gets Gillette great public relations
material, having raised young troublesome males
out of the ghettos and into a professional career
C
where they don't loose their identity with no
issues about tattoos, piercings and wild coloured
hairstyles fostering a professional image more in
line with Vin Diesel movies such as XXX or surf
movies such as Blue Juice which is an excellent
film about progression into manhood.
Club G
What to do on weekend nights is another issue more
with the 16 - 18 year old age bracket. What was very
important to myself and friends in the 90s and early
00s was the fact that The Camden Palace night club
(now Kokos in Camden and very much changed)
as well as the Dome in Tufnel Park both in London
ran rock music nights on a Tuesday (Feet First) and
Saturday (Looney Tunes) night. Several elements were
clear.
1. These were big venues where a good half on
average were 16-18 with occasional 15 year olds.
2. Whilst there was some drinking of alcohol
for the most part that age group showed
little interest in it with the preference for
cola drinks. No sign of drunken violence or
collapsed teenagers seen in chav clubs.
96
3. People were very much there for the music,
their friends, and to find a safe makeup place
when in a couple. You had to zig zag up the stairs
4. There was an amazing atmosphere and
community spirit in the clubs, for most it was like
home a sense of belonging to something special,
where people got the clothes in camden and met
at concerts in the city, got jobs handing out fliers,
and looked out for each other.
5. No fights, no gangs, no respect, you didn't
worry about spilled drinks other than slippy
dance floors. In fact the only things smuggled
past security was canned drinks.
6. People took their dancing seriously with
enormous passion, amazing skills in the regulars,
very active dancing, some able to do things like
back flips in dance offs to music like the Prodigy.
7. The places were scruffy, there was no dress
codes, people could be themselves and no
repressive health an safety restrictions. We
had massive moshpits, and not only dancing
on the stage but running stage dives off it,
getting respect. If a female for a laugh flashed
bra or breasts all she would get was a cheer
C
and the amusement of watching the guys
fumble with cameras, plus respect for being in
the party attitude and a cool rock chick. No
use of terms like sket, slag, slut etc. Instead
guys got crushes and people formed healthy
loving relationships.
nightclubs, where those going have a creative
stake in the clubs, helping with decoration,
learning how to use lighting decks. And doing
this on the night, learning work skills
8. Police spoken to outside said they knew
full well the breaking of age rules but turned
a blind eye as those inside were in the safest
place they could be, looked after by others,
picking up good roll model values from others
and community attitudes many going on to
become teachers, youth workers and creatives.
It could also work with groups such as the
Exodus Collective in Luton.
Helping to recreate this would be a good idea
fro Gillette, creating a youth nightclub that
replaces alcohol and drugs with great music,
atmosphere, lighting, possible a skate ramp
circuit around the venue, fire performers and
the opportunity to DJ or play in bands and live
band karaoke along with wild party games of
the wet T shirt, wet boxers, sexy male dancing,
chilli eating variety all without alcohol could
end the need for it, especially if the venue and
nights are actually offering more than regular
C
This could possibly be the same venues as
the day clubs.
An important element here is music policy,
where none encourages urban gang culture.
These could include extreme sports padding
that is very stylised, possibly incorporating
material like 3DO. Lighting systems similar
to those on electronic T - shirts could be
incorporated. Not just for show but make
the user more visible to cars at night.
Sports equipment aimed at those who do not
normally show an interest or get rejected could
help. Involving those normally picked last for
football teams as well as the sporty kind.
As well as youth services and a knowledge of
manhood website with video how to forums,
new mass produced products for various
budgets is needed as well.
Other tools to achieve young male goals and
needs in a positive manner as mentioned
above, possibly connected with the Knowledge
portals where Gillette can provide a how to
and tip swap guide as well as sponsoring
leagues to encourage continuing activity in
creative and adventure sports, and other
positive Gorilla manly activity to pull young
males away from gang and chav live.
Whilst having a go at an adventure activity helps
transition to manhood, what is needed is something
the youth can continue, that has the high technology,
precision and quality associated with Gillette.
This needs to encompass the value systems
of being one with the environment as seen in
surf culture, but that can be used in urban as
well as beach and suburban environments..
There is also the opportunity for dance
competitions between Gillette clubs
New Gillette Products
97
Alex's Direction
Simon Roberts
"My name is Simon, I'm 48 years old and I am in full time work at a soliciting firm in Bournemouth.
My family and I live in the suburbs where not much goes on but its close by to my work and it has
a great school for my only child Matthew. He's just turned 15 but most of his friends don't live close
by so he gets somewhat bored and lonely. I hate to see him sitting on the sofa watching TV all day
now as we used to go out often and do activities together like sailing and sea fishing when my job
was part time. But after the promotion I don't get to spend as much time with Matthew anymore. He's
never been too thrilled at partaking in team sports at school and seems to have his heart set on the
'cooler' extreme sports. I want to be a good father and occupy Matthew with something worthwhile,
exciting and fulfilling whilst I'm busy at the new job providing for the family."
Scenario
Matthew is in need of an activity to occupy his time as well as giving him something to work for
and look forward to. Matthew is reaching manhood now and becoming more independent, not
every child enjoys and desires to be a part of the school football team leaving them to feel like
an outcast. Matthews's father can help provide a new activity for Matthew just as he used to
before the promotion. Only this time the activity will be independent and help Matthew develop
into manhood giving him a sense of pride, well-being and self-worth.
A
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Direction
The product will not only aim to bring father and son closer together, empowering
the bond and relationship that they share but it will be used as a tool to help the son
develop into a stronger person. Its main function will be focused on independence and
enabling the son to grow into manhood.
Icon
Being the best, being strong and sporting excellence has always been the most
important representative icons for Gillette. The brand have always provided the best
quality products and fulfilling the customer with a new found confidence and sense of
pride, when you buy this product by Gillette you are getting the best.
The Idea
The product will be of the extreme sports variety, something that can be used to train
and better the user, so they notice the improvement giving them confidence and pride.
The sports equipment must solo based, motivating and fulfilling to enable the young
user to become more independent reaching manhood. This product and direction
represents the values that Gillette gives to all males whilst improving the father and
son connection.
A
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Ebrahim's Direction
E
100
Ensuring Gillette's dominance in the continuous
future this report was produced. The findings of
this report encompassed what Gillette is about,
whilst producing opportunities for Gillette to
expand on. Currently Gillette is vastly known
as a male grooming brand, but with such huge
brand awareness the potential for Gillette to
expand on other avenues would seem logical.
Particularly as more than 600 million men
around the world start their day with Gillette.
This shows the trust that men have in Gillette
products and in the Gillette name.
The Gillette brand is iconized with their slogan
of "the best a man can get" and is echoed in
E
their marketing strategy by using successful
iconic sport figures to promote their brand.
Recently they have focused on marketing
towards the style conscious man who prefers to
stylize his facial hair with the campaign "Master
of Style". This is a new strategy conducted by
Gillette of leaning away from the clean shaven
look. Factors could be the recent take over
from Procter and Gamble and could be seen as
a potential time for expansion of their current
product range.
The issue of wellbeing can be closely linked
to the Gillette's slogan of "the best a man can
get" and the issues that could be capitalized
101
using the Gillette brand with possible avenues
of expansion were investigated. Products that
Gillette could expand on to, that fit well into
their brand image using their ethos of being
"the best a man can get" and applying that to
a product. Ideas that came to mind would be
applying their male dominated brand loyalty
to a product where most men have things in
common with, that being sports. The potential
proposal that Gillette could expand to is in
the avenue of providing quality sporting goods
that offer "the best a man can get" inspiring
and innovating to a sector where winning is
everything, and potentially were much needed
positive icons are born.
KHOSHAL'S direction
Scenario - Day to day:
Persona - Adam:
I am a 19 year old who left school a year ago.
I have not been able to find work in the area
I live in which is west London. I am unsure of
where I am going in life, generally I am getting
bored with trying to find a job and lack the
motivation. I like to spend time at home playing
games, watching TV or on the computer. I also
spend a lot of my time socialising with my
friend, although they can be a bad influence
on me with alcohol and drugs. For nights out,
I dress to impress, and I often change my look
to represent how I feel. Stubble impresses the
girls, a clean shave to look professional and a
beard when I don't care.
K
102
I was very happy to leave school with
A-levels but couldn't wait to see the back
of my teachers. I felt I was never good at
anything. I'm not sure what job would suit me
and I lose focus because of this. My main
sources of income are from benefits and
my parents. I live with my parents and am
constantly hassled by them to get job. I have
tried to get job and have had interviews
but have been unsuccessful. I think is due
to the way I look and I feel people are very
stereotypical of me, that I am a young thug.
My day-to-day activities include waking up,
getting myself ready and then try and find
activities to keep myself occupied with. I
have considered further education but I did
not like the thought the costs which are
involved with it. I have never had a real role
model to look up to other than those I see
who are successful in the media.
Motivation among
youths
Growing up is a struggle. Youths can be easily
misguided. Often they don't have a plan for
what they are going to do with their life due
to a lack of a positive role model, without this
they can lack motivation and focus.
The Gillette brand has always represented
toiletries and comfortable razors as "The best
a man can get.". Gillette can start making "The
best a man can be". The Gillette brand values
which encapsulates power, precision and
being the best, could be focused towards the
user becoming a Gillette Man.
Furthermore, the Gillette brand could create
a product which could help youths conquer
their lack of motivation by keeping them
focused. The product could take a photograph
K
after the user has styled their facial hair with
the Gillette razor, and show them related
successful people who the same style to
inspire the user as a role model would. It is
often shown that the role model is imitated by
the person looking up to them. The product
could be brought by the user's parent as a gift
103
to complement the Gillette razor, when they
have started to shave. This product will help
the brand gain trust from the new user group
which could increase brand loyalty from
younger generations which would be needed
for Gillette to stay dominant in the future.
Yashar's Direction
Mentoring is classically defined as "a young person being inducted into the world of adulthood
with the help of a voluntarily accepted older more experienced guide" (Freedman, 1993). Putting
this into the modern day perspective proves the advance use of product placement and service
design can influence the upcoming generations.
During adolescence, children are most vulnerable and impressionable therefore are heavily
influenced by role models such as sports stars and celebrities. This selection is often from
all areas that are close at hand, whether other children, mass media, parents or other family
members. The heavy reliance of today's contemporary media on celebrity culture in relation to
mass entertainment opposes the educational benefits that these services could be delivering for
the developing youth.
As an alternative solution the suggestion of a mixture of 'digitalization' and 'Role Model
Education' is starting to develop an up-to-date alternative for these individuals. Its aim is to
expose target groups to particular attitudes, lifestyles and outlooks, to suit specific individual
characteristics, ensuring better involvement and understanding. Education becomes experiential
through a deliverable, updating service that the subject can learn from seemlessly during their
everyday point of contact to digitalization and social networking sites.
The lack of participation and enjoyment in education is caused by the gap between theory and
practice, by providing a seamless bridge between the two the ideological concepts become
realities. Gillette state "The Best a Man Can Get" however only promote this as an ideology, with
advancement in educational and mentoring products this company can illustrate its dominance
Y
104
in providing social and economical benefits to the population.
The advancement of consumer goods technologies pushes this opportunity forwards as
everyday products become more interactive. Providing a medium of communication, which
can be potentially be used to enlighten, educate and expand the younger generations.
The involvement of Gillette can be calculated to reflect the vision and mission statements
"Helping You to Become the Best a Man Can Get".
The evaluation of common problems faced by teenagers in consideration to the upcoming trends
caused by generation Z can create open opportunities for product placement. By innovative
solutions that provide answers to these problems, Gillette can help the young become independent
while maturing. The purpose of education can be the fundamental basis of this product range,
however its unique selling point must be intended to tap into a niche markets, solving the
common problems faced by teenagers in their daily routines.
This direction can create products that tackle several aspects of teenage problems. An example
may be providing a stylized 'touchscreen alarm clock'. This product will challenge the user to
problem solving, social interfaces and update them on news and educational topics seemlessly:
Waking up
Problem solving to turn off alarm
Update social networking statuses
Introduce topic of the day / News
Additional interfaces / Downloads
Reminder and Revision application
Y
- -
- - - - Very common teenage problem
Ensuring user is awake
Interactive > Attention
Educational routine
Organisation > Relative trust
Educational guidance
105
By diversifying and investing in modern
technologies, Gillette can promote education
to reflect its brand values of :
" Bringing Excellence
to the Common Man "
Y
106
Y
107
Y
108
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References
Targeting Generation Z:
* Kevin, K., 2008. "OFF = ON". [Online] London: Trend watching. Available at: http://trendwatching.com/trends/offon.htm.[ Accessed 6 December 2012].
Adverts & Campaigns:
* Elftheriou-Smith. L.M, 2012 "Gillette goes outdoor for Great Start Olympic campaign "The art of manliness" [Online] Available at: http://www.campaignlive.
co.uk/news/1142427/ [accessed 6th December 2012]
* 2012 "Gillette" [Online] Available at: http://www.gillettefusion.com/en/us/entertainment/masters-of-style.aspx [accessed 1st December 2012]
* 2007 "Gillette champions commercial" [Online] Available at: http://www.rogerfederer.com/en/esp/news-detail/news/526-gillette-champions-werbespot.
html (accessed 3rd December 2012)
* Baker. R, 2012 "Gillette prepares Movember campaign" [Online] Available at: http://www.marketingweek.co.uk/news/gillette-prepares-movembercampaign/4004314.article (accessed 3rd December 2012)
Masculinity:
* The perception of manliness:
* McKay. B, Mackay. K, 2008 "The art of manliness" [Online] Available at: http://artofmanliness.com/ [accessed 12th November 2008]
Gillette: mission vision, values:
* Procter & Gamble, 2012. GILLETTE NEWS. [Online] Boston: Gillette Company. Available at: http://www.gillette.com/en/us/home.aspx.[Accessed 14 December
2012].
Brand ID:
* Lubin, S., 2011. Gillette Brand Strategy Analysis. [PDF] Available at: http://issuu.com/dava123/docs/mg602_brand_strategy_-_context_analysis.[Accessed
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24 November 2012].
SWOT:
* Martin, C., 2010. P&G's Acquisition of Gillette. [PDF] Available at: http://www.studymode.com/essays/P-g-s-Acquisition-Of-Gillette-462454.html.[Accessed 25
November 2012].
* Izzo, N., 2011. Gillette Case study: Strategic Management. [PDF] Available at: http://www.scribd.com/doc/51163295/Gillette-Case-Strategic-Management.
[Accessed 10 December 2012].
* Mari, J., 2010. Analysis of Gillette Case. [PDF] Available at: http://www.studymode.com/essays/Analysis-Of-Gillette-Case-338755.html.[Accessed 10
December 2012].
STEVE:
* Beach. E, 2011, “Problems with the Gillette fusion razor” [online] available at: http://www.livestrong.com/article/233381-problems-with-the-gillette-fusionrazor/ [accessed 9th December 2012]
Images for Split Pages (Gillette Adverts):
* Ads of the World: Gillette. [Images] Available at: http://adsoftheworld.com/search/node/gillette.[Accessed 14 December 2012].Trustworthiness info graphic:
* Trustworthiness of Beards. [Images] Available at: http://www.infographicseed.com/portfolio-item/trustworthiness-of-beards.[Accessed 15 December 2012].
Trustworthiness Info Graphic:
* Men's Toiletries - UK - October 2012. [Images] Available at: http://academic.mintel.com/display/590373/?highlight=true [Accessed 16 December 2012].
* Mintel, 2009. Teens and Tweens Beauty and Personal Care. [Online]. Available at: http://academic.mintel.com/display/462775/?highlight=true#hit1.
[Accessed 13 November 2012].
* Mintel, 2012. Mens Toiletries. [Online]. Available at: http://academic.mintel.com/display/640809/?highlight=true#hit1. [Accessed 7 November 2012].-
Press, J., 2005. The Gillette Company History. [Online]. Available at: http://www.fundinguniverse.com/company-histories/the-gillette-company-history/.
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[Accessed 28 October 2012].
Culture
* Geremie R. Barme. (1994). East Asian History. Available: http://www.eastasianhistory.org/sites/default/files/article-content/08/EAH08_03.pdf. Last accessed
23 October 2012.
* Hasbanullah Khan. (2009). Bajaur Taliban ban shaving of beards . Available: http://www.dailytimes.com.pk/default.p?page=2009411story_11-4-2009_pg7_5.
Last accessed 23 October 2012.
* Instituto Clinico Capilar y Estitico. (2009). History of depilation. Available: http://www.instituto-capilar.com/historia_de_la_depilacion-70_articulo_
en.html. Last accessed 23 October 2012.
* K. Kris Hirst,. (2012). Obsidian. Available: http://archaeology.about.com/od/oterms/g/obsidian.htm. Last accessed 23 October 2012.
* Modern Gent. (2012). The History of Shaving. Available: http://www.moderngent.com/history_of_shaving/history_of_shaving.php . Last accessed 23 October 2012.
* Robert K. Waits . (2007). From Perret to Kampfe: Origins of the Safety Razor. Available: http://www.shaveworld.org/home/images/PerrettKampfe-rev2.html.
Last accessed 23 October 2012.
* World of Science. (2003). obsidian. Available: http://www.encyclopedia.com/topic/obsidian.aspx. Last accessed 23 October 2012.
Pre - Gillette
* K. Kris Hirst,. (2012). Obsidian. Available: http://archaeology.about.com/od/oterms/g/obsidian.htm. Last accessed 23 October 2012.
* Modern Gent. (2012). The History of Shaving. Available: http://www.moderngent.com/history_of_shaving/history_of_shaving.php . Last accessed 23 October 2012.
* Robert K. Waits . (2007). From Perret to Kampfe: Origins of the Safety Razor. Available: http://www.shaveworld.org/home/images/PerrettKampfe-rev2.html.
Last accessed 23 October 2012. Tim Dowling (2001). Inventor of the Disposable Culture: King Camp Gillette 1855-1932 . Great Britain: Short Books. 33-55.
* World of Science. (2003). obsidian. Available: http://www.encyclopedia.com/topic/obsidian.aspx. Last accessed 23 October 2012.
Images
* Ahmed Rasheed and Mohammed Ameer. (2012). Iraq militia stone youths to death for "emo" style. Available: http://www.reuters.com/article/2012/03/10/us-
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