Gillette has announced a partnership with Kate Upton, Hannah Simone and Genesis Rodriguez, the first time that the male grooming brand has enlisted spokeswomen to spearhead an integrated marketing campaign.


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Female trio pitches Gillette Fusion ProGlide Styler

March 27th, 2013

BOSTON – Gillette has announced a partnership with Kate Upton, Hannah Simone and Genesis Rodriguez, the first time that the male grooming brand has enlisted spokeswomen to spearhead an integrated marketing campaign.

Kate Upton

The Procter & Gamble men's shaving brand said the three celebrities were selected as spokespeople for a campaign designed to share the male body hair styling opinions of women everywhere based on a Gillette-sponsored survey.

Showcasing the Gillette Fusion ProGlide Styler, the campaign featuring Upton, Simone and Rodriguez will include print ads, a television spot by film director Ruben Fleischer, digital media and public relations, with activities kicking off this month.

The campaign leads up to a live body hair styling event on April 18 that will stream live online and have Upton, Simone and Rodriguez taking questions and sharing their opinions on male body hair styling.

Gillette's poll found that 69% of men say women influence how they style their body hair, while 74% of women think men should definitely style areas of their bodies.

"Body hair styling is a huge and growing category, and our research shows that it’s an area of concern for both men and women," stated John Grim, brand manager for Gillette. "To better delight our men, we've been working to provide new insight into what women have to say in the matter. Women have spoken, and overall they overwhelmingly prefer men who style their body hair. Specific preferences on how women like a man's body styled vary quite a bit. It's up to men to decide what to do and up to us to provide the right tool for the job. Whatever look he or she wants, Fusion ProGlide Styler delivers with the combination of trimming, shaving, and edging in one precision tool."

The Fusion ProGlide Styler features Fusion ProGlide blades, Gillette's most advanced razor blade technology; a Braun-engineered Power Trimmer; a Lubrastrip infused with mineral oil and lubricating polymers; and a handle with ergonomic grips.

The Gillette Fusion ProGlide Styler and Fusion ProGlide Clear Shave Gel are available in a broad range of retail outlets at suggested retail price of $19.99 and $3.99, respectively.

Modeling star Upton was recently featured as the cover girl of the 2013 Sports Illustrated Swimsuit Issue, the second consecutive year she claimed that honor. Simone plays Cece in Fox's hit television comedy "New Girl," while Rodriguez is a star of various Telemundo series and has appeared in a number of big-budget, English-language films such as "What to Expect When You’re Expecting," "The Last Stand" and "Identity Thief." She will co-star in "Hours" later this year.

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