THE GILLETTE CHALLENGE
PHASE ONE
OUR IDEA
TO PENETRATE THE MARKET
Team Passepartout
OUR FOCUS : ITALY
Italian population
51%
49%
males
females
20%
Males
80%
need to shave
do not need to shave
OPPORTUNITY TO PENETRATE THE
ITALIAN MARKET WITH NEW PRODUCTS
“European men spend 29 weeks in their life to have a shave*
Italian men needs 6 weeks more”
They get the third place for time spent in front of the mirror.
Italian and French are the best shaved men all over the world.
In Italy esthetic care is an important issue, especially in modern times.
Therefore, we decided to focus on Italian market, both because there we see a huge opportunity
in growing in penetration and because it is the country we know better.
In addition to this, the awareness of Gillette is really strong in Italy.
Gillette is the leader of shaving market: 8 men out of 10 choose Gillette blades.
It produces many other successful products linked to its core activity, such as deodorants, shave foams and
gel, pre and aftershaves.
Market Share of
shave foams and gel
*Source: European Grooming Survey lead by Plus Four Market Research
PRICES OF GILLETTE PRODUCTS
aftershave
artic ice splash
revitalizing balm
intensive cooling balm
capacity
100ml
100ml
100ml
€
€
€
price each
6,75
8,80
9,10
shave foam
sensitive skin
cool cleasing
capacity
200ml €
200ml €
price each
2,35
3,49
pre-shave
gillette series wash with aloe vera
gillette series thermal scrub
capacity
100ml €
75ml €
price each
9,10
9,80
hydragel
tough beard
clean & fresh
clear skin
ultra-sensitive
capacity
200ml
200ml
200ml
200ml
shave gel
sensitive skin
extra confort
pure & sensitve
fusion phenom
power
manual
capacity
200ml
200ml
75ml
€
€
€
€
price each
2,79
3,49
3,45
5,30
€
€
€
price each
3,45
3,45
2,45
€
€
price each
13,80
10,80
HOW OFTEN DO MEN BUY GILLETTE?
K IND O F
P R O D UC T
F R E Q UE NC Y
N. O F P UR C H AS E
P E R Y E AR
twic e a month
24
twic e a s emes ter
4
twic e a s emes ter
4
The market value of Gillette is about 3 millions €
The turning point
BEARD AND HAIRS: THE HISTORY IS ALWAYS
THE SAME
For ages the beard has been considered a symbol of virility and wisdom.
During the XIX century, beard and moustaches came back into fashion, not
exclusively linked to military atmospheres as they were before. It is in this
period that together with sideburns, the moustache becomes increasingly
popular among young men. Things changed in the next century, especially
after World War II: beards and moustaches for the most part went out of
fashion leaving instead the clean-cut shave which was considered a sign of a
well-kept and good looking man. Gillette benefited of this increasing trend
and its products became day by day a necessity for millions of men all over
the world.
The story is now repeating. As a matter of fact, hairy men were considered
in the past stereotypes of virility. Young men themselves used to show off
their hairy breasts, opening their shirts. Nevertheless, as for the beards and
moustaches, nowadays consumers have changed their esthetic standards
and their needs. Sporty men in current times are compelled to use
depilation products (to achieve better results or for hygienic reasons),
many young men or modern active men feel ashamed to show their hairs
and women prefer hairless muscles.
Why Gillette should not profit again of this change in
esthetic ideals and needs as it did a hundred years ago?
THE NEW (OR MAYBE OLD) IDEA!
Gillette has managed once to be successfull by choosing a developing market analysing the change
in consumers’ needs and habits.
Now it is time to do it once again.
We have found three categories of consumers interested in this new market segment
WISH
NEED
MODERN ACTIVE
CARE OBSESSED
SPORTSMAN
NEW LINE: MASCULINE DEPILATION
Our idea is to introduce three new lines aimed to the three categories of men above.
We imagine Gillette depilation outputs directed a modern active worker who wish to feel handsome
and attractive, the care obsessed man who is eager to follow the new beauty standards and the sporty
type, who has the necessity to use this products to achieve better results.
EXPLORING THE NEW SECTOR
Italian men who need depilation products can presently choose
within a quite narrow range of brands available at chemists
B R AND
P R O D UC T
P R IC E
C ollis tar
R adipil
c reme (200 ml)
pas te
12 s tripes
dermo-toléranc e c rème (150 ml)
c reme (200 ml)
c reme (200 ml)
depilatory glove (5 piec es )
€
€
€
€
€
€
€
Vic hy
Veet for men
S c hiapparelli S inepil
D epilfarma
As prices show, these products appear to be rather expensive.
To pay store prices, men can only rely on specifically female brands
(e. g. Cadey, Veet, Lycia, Strep, etc.).
16,50
8,85
9,90
12,00
8,40
33,50
30,00
WHERE IS THE SUCCESS?
Italian men are quite shy about their personal body care.
According to some studies one man out of three tends to pretend
that his aspect is natural and in particular depilation is now
considered an effeminate action by the fifty per cent of men. The
reality is that instead many of them do it secretly and using their
wife’s creams or wax stripes.
Time has come to transform this feminine action into a virile
activity! Who can carry this change better than Gillette? Do not
forget it’s “the best a man can get”!
Therefore a new line branded Gillette cannot be but a great
success.
We have asked to many students, workers and sporty men
whether they believe that a depilation line for men only branded
Gillette would render consumers more self-confident in the
purchase of product dedicated exclusively to them.
Most everyone (89%) feel excited about that and is sure that even
the shyest men would feel at ease in the end.
Depilation by Gillette, the best a man can get.
MEN THINK THAT OUR INNOVATION IS…
“Many men choose
to depilate their body nowadays.
I’m sure consumers would
appreciate Gillette products.
The brand is well known and has
an already consolidated loyalty.
The new line is definitely meant
to be successful!”
“The Gillette design will give
men more confidence: they would
find a guarantee of virility.
No more pink or purple cream!”