Gillette has been building buzz the last month with how-to online
videos. The videos show men how to shave everywhere except their face,
also known as “manscaping.”
There has been tons buzz around the videos. By last Friday, Gillette’s Youtube site had more than 300,000 views in about a month.
The videos are very clever and humorous, which is different from the
approach they usually take in their advertising and marketing. Each
light-hearted video shows a cartoon demonstrating how to manscape
different areas of the body.
Before the videos were posted, Gillette tested them on both men and
women with little . Through their research, Gillette
also found that one-third of men shave hair from their body other than
“Our goal was to engage guys in a dialogue on the whys and how-to’s, and to do it comfortably and reassure them in a funny and entertaining way,” said Tim Williams a Gillette marketing official.
I think Gillette did a really great job with these videos. Not only are
they funny and perfect to reach 20-something men, but there is actually
research to back their approach.
Although we can’t leave without saying that they are ripping off the Phillips Norelco Shave Everywhere site from a few years ago.