Gillette targets first time shavers

November 8, 2018

It takes some time for the first time shavers to get a proper hang of the art of shaving. Gillette has come out with MACH3 START, a product, which it claims, will help the young shaver get a smooth shave during these trying times

Gillette, one of the world leaders in body grooming products, has added another innovative product, to its established range of MACH3 range of razors. The latest product is named MACH3 START, the third product in the MACH3 group, after MACH3 Turbo™ and MACH3™ original. The launch also commemorates the 20th birthday of MACH3. Gillette is one of the multiple bands of the globally established FMCG products biggie, Procter & Gamble (P&G).

Alleviating Issues Faced by the Young Shaver

Gillette has specifically designed MACH3 START with its first-ever 360° Aqua-Grip handle with the focus on alleviating the issues faced by younger guys who have recently started shaving. The inventive handle comes with blades that are claimed to be thinner than a surgeon’s scalpel and layered with a diamond-like-carbon, which makes the blades stronger. This feature results in close and comfortable shave, even at the 15th time, a company release stated. Available in a sleek, blue color, the MACH3 START feels unusually comfortable to hold and gives guys complete control in any situation, be it while shaving at the sink or in the shower.

MACH3 START with Aqua-Grip will be available across retail outlets and eCommerce websites across India, at a price of Rs.169.

Commenting on the new launch, P&G’s Associate Director & Country Category Leader, Shave Care, Indian Sub-Continent, Karthik Srivatsan, states that MACH3 START is specially designed for the millennials who seek the extra advantage of a safe grip for total control even in wet conditions while shaving. MACH3 START is being launched at a less price point to make it more accessible to young men, those who have started shaving recently.

To promote MACH3 START among the younger crowd, P&G has signed up popular Indian team cricketer, Hardik Pandya, as its brand ambassador. The press release has Pandya stating that MACH3 Start not only takes care of the different grooming needs of the young user, but also their preferred looks, and different skin types, while being economically priced.

Value Additions to the MACH3 Range

Along with the launch of the MACH3 START, Gillette has also made value additions to the MACH3 range, equipping it with sharper blades on the MACH3 original for managing tough beard hair. The blades are made of superior quality stainless steel that is accurately thinned and coated for stability to eventually manage tougher beard hair with better ease.

Since over two decades, from the time MACH3 range was launched, Gillette has consistently put innovation into it with precision technology, while also matching it up craftsmanship, matching the Gillette brand image.

Meanwhile, in the USA

In October, Gillette announced that it has joined hands with the 3D-printing powerhouse Formlabs to offer shoppers the chance to create their own customized razor handles – a service which has been currently launched only in the United States. Named “Razor Maker: powered by Gillette”, the concept allows users to select from 48 different designs that can only be developed by using 3D-printing technology.

The shopper has to initially choose a handle, before going for one of the seven colors available, and adding text for a final personal touch. The service is available for the brand’s MACH3 and Fusion5 ProGlide razor cartridges. The comprehensively personalized Razor Maker products are fabricated at Gillette’s Boston headquarters, using the stereo lithography (SLA) printing technology. The consumer has to wait until three weeks for the order to be delivered.

Gillette also had another major launch in October 2018 in the USA, when it formally introduced five new products in its extensive razor lineup, along with the tools required to attain the looks, at an event designed to showcase the biggest facial hairstyle and grooming trends of 2018,. The product launch comprises a varied range of innovative and enhanced features at different price points and includes both disposable and refillable razor offerings.

The grooming looks featured at the event, account not only for each man’s style preferences, but also a diversity of other aspects that make every man unique – including skin, hair type, physical features, lifestyle and budget. The diversified range of tools and methods employed to accomplish the looks indicates Gillette’s belief that different people have different product requirements, especially when it comes to shaving, a company press release claims.

These distinct characteristics, from skin and hair type to budget, lifestyle to look, all factor into how a user chooses a razor. This also reaffirms the need for product options as diverse as men themselves, backed by a survey of 884 US men, conducted by the company. The 2018 survey concluded that almost two-thirds of American men consider it’s important for razor brands to provide over one blade option.

The Gillette brand, which is 110 years old, offers a wide range of products including razors, shave gel (gels, foams and creams), skin care, after shaves, antiperspirants, deodorants and body wash, as stated in its website. Its products can be broadly categorized as shaving, body grooming, skin care and sweat protection. P&G, with operations in over 70 countries, serves consumers around the world well-established brands, such as Always, Ambi Pur, Ariel, Bounty, Charmin, Crest, Dawn, Downy, Fairy, Febreze, Gain, Gillette, Head & Shoulders, Lenor, Olay, Oral-B, Pampers, Pantene, SK-II, Tide, Vicks, and Whisper.

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