‘Shave Sexy’ was a light-hearted idea underpinned by a bold shift to Gillette’s communications strategy in China.
The challenge was major category erosion: men in China were no longer able to see past the inconvenience of wet shaving (preparation, shave, wash, care), driving 18.3 million men every year to switch to more convenient dry shavers. It was clear that Gillette’s classic approach of communicating closeness and comfort required an overhaul.
Everything changed when Gillette launched ‘Shave Sexy’.
Inspired by the insight that women in China found wet shaving extremely arousing to watch, an ‘unbranded’ social experiment was created to demonstrate how wet shaving could arouse female interest. Supporting these with strategically deployed celebrity endorsements, partnerships and integrated activity, ‘Shave Sexy’ reached 197 million people, reversed the growth of the dry shaver category for the first time in 4 years, and helped Gillette record its highest ever launch month sales.
By radically reframing the benefits of wet shaving from inconvenient to sexy, ‘Shave Sexy’ heralded a new era of communications for Gillette, one that delivered value men can see.
CREDITS OF PEOPLE
Kit Koh, Executive Creative Director, BBDO Shanghai
Jason King, Group Planning Director, BBDO Shanghai
Mei Jeng Phang, Business Director, BBDO Shanghai
Amber Lin, Creative Director, BBDO Shanghai
Fiona Su, Account Director, BBDO Shanghai
Kevin Jin, Associate Creative Director, BBDO Shanghai
Airy Han, Creative Group Head, BBDO Shanghai
Elsa Gu, Account Manager, BBDO Shanghai
Uming Tong, Associate Planner, BBDO Shanghai
Tao Dong, Strategic Planner, BBDO Shanghai
Carol Potter, President & CEO - Greater China, BBDO Proximity China
Hans Lopez-Vito, Executive Planning Director - Greater China, BBDO Proximity China
Wai Foong Leong, Executive Creative Director - Greater China, BBDO Proximity China
Tze Kiat Tan, Managing Director - Greater China, BBDO Proximity China