Gillette cuts it close to silly with star-studded beard-trimmer campaign
’S latest marketing blitz, however, has blown all previous press announcements out of the water in terms of ridiculousness.Gillette’s latest news heralds its new product, the Gillette Fusion ProGlide Styler (aka, a beard-trimmer — in such flowery language, it’s easy to forget they’re marketing to men).
Boston-based Gillette has tapped three stars to tout the ProGlide Styler: musician André "3000" Benjamin and actors Adrien Brody and Gael García Bernal . Gillette has dubbed that trio, the “masters of style.” The "masters" will “help Gillette celebrate the individuality of men with facial hair.” Hmmm.
The release goes on to say that the process of “facial hair styling” is done by 40 percent of U.S. men, who regard such styling being “critical in defining their look.”
Currently (prior to the upcoming ProGlide’s release) men are buried under a pile of products like scissors, trimmers and razors, apparently clueless as to how to use them effectively. (I’m paraphrasing a bit there from Gillette's news release .)
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