GILLETTE GUARD

TitleGILLETTE GUARD
ClientP&G
Product / ServiceGILLETTE BLADES & RAZORS
CategoryB03. Non-Food
EntrantSTERLING BRANDS New York, USA
Entrant Company:STERLING BRANDS New York, USA
Design/Advertising Agency:STERLING BRANDS New York, USA

Brief Explanation

The client wished to create a shaving system to provide a safe, high quality shave at an affordable price for men in India who shaved with double-edge razors because there was no better affordable alternative.

The Brief

Create a shave system for wet shavers in India at an affordable price in an extremely high frequency retail environment.

How the final design was conceived

The bright color palette allows for strong visibility in the high frequency retail environment in India. The prominent Gillette logo provides recognition in the marketplace of their trustworthy and reliable brand. The razor illustration demonstrates a detached cartridge head with arrows to connote a system product. A photo of an Indian man shaving implies a razor designed specifically for men in the India market.

Indication of how successful the outcome was in the market

The Gillette Guard razor system has been well-received by the Indian consumer who values safety, ease of use and affordability. The men in India prefer Gillette Guard over double-edge razors as it meets their need for an affordable and safe shaving experience. The easy rinse cartridges prevent clogging, while the easy-click docking makes it fast, safe and effortless to connect the blade to the razor versus the complexity of assembling a double-edge razor. The lightweight handle with ribbed design provides excellent one-handed control to help prevent nicks and cuts.

Credits

Name Company Position
Simon Lince Sterling Brands Chief Creative Officer
Andrew Markle Sterling Brands Design Director
Debbie Millman Sterling Brands President/Design