Brand Purpose
To meet the grooming needs of our customers, while challenging men to be the best that they can be.

Brand History
Gillette was founded in 1901 and was purchased in 2005 by Procter & Gamble. They were the first
brand to introduce disposable razor blades for shaving, and now specialize in innovative Men’s
grooming products, including razors and various shaving-related accessories.

Brand Vision
Be the leading provider of at-home men’s shaving products while defining men’s role in society.

Brand Offering
• Disposable Men’s Shaving Razors
• Shaving Gels, Creams, and Oils

Brand Mission
Offer men convenient, innovative personal grooming products, while encouraging them to be their
best selves. Promote Men’s Health and social responsibility as it relates towards men.

Brand Values
• men’s health
• social responsibility
• personal improvement
• high performance

Brand Personality
innovative, masculine, convenient, responsible, high performance

Brand Audience
Gillette’s primary audience are “Gen X” and “Gen Y” men who prefer to keep a well-groomed and/or
professional appearance. These customers attach importance to personal grooming and skin
maintenance, and are willing to pay a premium price for quality grooming products.

Brand Benefits
The convenience of being able to shave at home quickly and easily. The opportunity for men to
purchase innovative grooming products made and marketed specifically to men. Contributing to the
conversation of male roles in society.