The Campaign

Like many things in Japan, dating has its own set of rituals and nuances. Men, for example, have a strong tendency to rely on manuals and 'how to' tips when it comes to developing relationships with ladies. Yet many have been overlooking something that was staring them right in the face: For women, facial hair is a big turn-off. To help Japanese men be the best they can get, Gillette took over a unique dating ritual. GOKON parties -- to promote the habit of daily shaving around its new electric shaver made for Japanese skin. GOKON match-making parties are an integral part of dating in Japan. These events allow young men and women to meet in a socially safe, organized setting to search for their perfect mate. Half of all Japanese adults have attended at least one GOKON party in their life. Gillette used the parties to reveal to Japanese men that first impressions are important and that women prefer their men clean-shaven. We took the message to broad-reach media, holding shaving and product sampling events during Japan's peak romance 'season,' and releasing the results of the brand's survey on preferences toward shaving at the same time. The campaign launched a national conversation about facial hair that set the stage for the brand's new Fusion PROGLIDE Silver razor as a winning match for men. The campaign generated nearly 3.9 billion impressions and drove sales 25 percent above target, increasing Gillette market share by 16 percent compared to the previous year.

The Brief

1) Help Gillette reach sales targets for it new Fusion PROGLIDE Silver razor product 2) Increase market share for Gillette products The target audience for the campaign was males in their 20s and 30s, especially those who are first-time users of razors and those who have a low level of involvement in razor brand selection and therefore have no strong loyalty to any particular brand of razors.

Results

Sales targets for the new product were exceeded by 25 percent, and Gillette increased its market share in Japan by 16 percent compared to the same period the previous year. From a PR point of view, the campaign strongly surpassed the target set for media exposures, contributing to an improvement in the positioning of Gillette products within the category. The campaign achieved 6,104 media placements (380 in mass media, 5,774 in social media) compared to the established goal of 198 (including social media), delivering a reach of nearly 4 billion consumers. (The pre-set goal was 20 million.)

Execution

Phase 1: Unbranded. Survey and media outreach identified the gap between perceptions of men and women, showing women pay much more attention to facial hair than men think, considering a clean-shaven facemore appealing. Phase 2: Branded. Product introduction PR through earned and social media resolved the issue by promoting the new razor's skin-friendly benefits. Gillette presence at GOKON parties enabled tips about the appeal of shaving and other grooming practices; trial of the Fusion PROGLIDE Silver razor experience; along with instantaneous feedback from women. A brain scientist and love/relationship expert analyzed the psychology of facial appeal in first assessments from women, while celebrities like actress Saki Aibu offered their own reactions to a clean-shaven face. Other sampling events held during the Christmas holidays let men experience the radical difference in shaving with the new razor. Blue-Santa girls underscored the promise: 'No redness when you shave with Gillette.'

The Situation

Gillette's been the No.2 brand behind Schick in Japan market share. Seeking to capture share and brand loyalty, Gillette developed a skin-friendly razor made for the extreme sensitivities of Japanese skin, appealing to men who have been averse to shaving because it hurts. While many Japanese men dress well to attract women, few perceive proper shaving as part of required grooming. However, they don't pay attention to facial hair, not understanding how important clean-shaven face is to attracting women. For Gillette, this was an opportunity to shift patterns and gain exposure for its new five-blade razor designed for greater comfort.

The Strategy

Make shaving an integral part of grooming and the package of appeal to women, promoting a clean-shaven face as a successful strategy for finding romance and love. With the insights that Japanese men often look to external sources for help in how to find and attract a mate and that women find facial hair a turn-off, Gillette focused on a creative platform to reach and teach men about shaving during Japan's celebrated rite of match-making, GOKON parties. These meetings offered a powerful way for the brand to demonstrate its new Fusion PROGLIDE Silver razor, letting men sample the razor and its before-during-and-after results and the reaction from women to both looks.