Gillette® Informs Men What Women Want in Body Hair Styling and Gives Them the Right Tool for the Job

Gillette® Informs Men What Women Want in Body Hair Styling and Gives Them the Right Tool for the Job

Kate Upton, Hannah Simone and Genesis Rodriguez Spread the News of What Women Across the Country Prefer

BOSTON--(BUSINESS WIRE)-- Gillette (NYS: PG) , the world's leading male grooming brand, today announced a partnership with three female celebrities: Kate Upton, Hannah Simone and Genesis Rodriguez - the first time ever that the brand has partnered with female spokespeople to spearhead an integrated marketing campaign. Kate Upton, Hannah Simone and Genesis Rodriguez will share the opinions of women across the country to help men understand what women prefer when it comes to men's body hair styling as the brand showcases the right styling tool to get the job done, the Gillette® Fusion® ProGlide Styler™. This represents a bold step forward for Gillette, as the company meets the evolving needs of men everywhere.

Kate Upton Tells Guys

Kate Upton Tells Guys "What Women Want" in Gillette's New Body New Body Grooming Campaign Featuring the Gillette Fusion ProGlide Styler (Photo: Business Wire)

Men of all ages agree that body styling is a trend on the rise, with 56%* of men interviewed saying that they style their bodies more often now than in the past. The top reasons to style body hair were the same for both men and women, with hygiene coming out on top and making the most out of intimate times a close second. Perhaps the best news for both sexes is that men are open to input from the women in their lives, with 69%* saying that women influence how they style their body hair. Research also shows that 74%* of women think that guys should definitely style areas of their bodies, but preferences around which areas and how they should be styled vary. With that in mind, Gillette hopes to give guys the information they need to know exactly "What Women Want" in body hair styling.

The women were selected to act as spokespeople for a campaign designed to share the male body hair styling opinions of women everywhere based on a Gillette-sponsored survey. All three will appear in an integrated marketing campaign, including print ads, a television ad helmed by film director Ruben Fleischer, digital media and public relations, with activities kicking off in March 2013. The campaign leads up to a first-ever live body hair styling event on April 18th. The event will stream live online and feature Kate, Hannah and Genesis taking questions and sharing their opinions on male body hair styling.

"Body hair styling is a huge and growing category, and our research shows that it's an area of concern for both men and women," said John Grim, Brand Manager, Gillette. "To better delight our men, we've been working to provide new insight into what women have to say in the matter. Women have spoken, and overall they overwhelmingly prefer men who style their body hair. Specific preferences on how women like a man's body styled vary quite a bit. It's up to men to decide what to do and up to us to provide the right tool for the job. Whatever look he or she wants, Fusion ProGlide Styler delivers with the combination of trimming, shaving, and edging in one precision tool."

Kate Upton is the all-American girl most guys wish lived next door. The Florida native has seen a meteoric rise through both modeling exposure and a handful of viral videos that have amassed millions of views. Kate was recently featured as the cover girl of the 2013 Sports Illustrated Swimsuit Issue, marking the second consecutive year she claimed that honor.

"I'm very excited to partner with Gillette and share with guys the body hair styling preferences of women from around the world," said Kate Upton. "For me, the most important part of styling is that guys own their look, whatever that look is. The Fusion ProGlide Styler gives guys the tool they need to achieve their style goals, whatever they may be."

London-born Hannah Simone has taken quite the route to get where she is today. After working as a human rights and refugee officer for the U.N. in London, Hannah returned to her first love of entertainment and began hosting Canada's MuchMusic. A move to L.A. brought her to the SyFy network and now to Fox's hit comedy "New Girl," where she plays Cece.

"I'm thrilled to partner with Gillette to help men understand what women want," said Hannah Simone. "If we're able to give them that information and Gillette can give them the tools to get there, then we both win, and that's very exciting."

Bilingual beauty Genesis Rodriguez is a rising star in any language. Long a star of Telemundo series such as "Prisionera," "Dame Chocolate" and "Dona Barbara," Genesis has become an English-language star as well, appearing in a number of big-budget films. Recent projects have included "What to Expect When You're Expecting," "The Last Stand" and "Identity Thief." She'll be co-starring in "Hours" later this year.

"Women have been thinking about their own body hair for ages, so it's only natural that they have opinions on male body hair as well," said Genesis Rodriguez. "I'm glad Gillette has asked us to share those opinions with the men of the world; they deserve to know! Personally, I like my guys hairless."

The Perfect Tool for Men who Style their Body Hair

Bringing together the engineering smarts of Braun and the technological savvy of Gillette, the Gillette Fusion ProGlide Styler is a collaboration between two world-leading grooming brands to develop a precision all-in-one solution for men's body styling needs. The Styler leverages top technology, including a Braun-engineered trimmer and Gillette's most advanced razor blades**, to give men who style their bodies a comfortable tool for consistent results, no matter what look they want to achieve.

The Fusion ProGlide Styler features:

  • Fusion ProGlide blades , Gillette's most advanced razor blade technology, for incredible closeness and comfort
  • A Braun-engineered Power Trimmer with three slim combs that maneuver effortlessly through hair, trimming evenly at three custom lengths
  • Lubrastrip™ infused with mineral oil and lubricating polymers, enabling the razor to move smoothly over skin, even on repeat strokes
  • A handlewith ergonomic grips balanced for regular styling

The Gillette Fusion ProGlide Styler and Fusion ProGlide Clear Shave Gel are available in a broad range of retail outlets in the razor aisle right now. The suggested retail price for the Fusion ProGlide Styler is $19.99 and $3.99 for the Fusion ProGlide Clear Shave Gel.

About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

*An online survey of 1,000 US women and 500 US men between 18 and 60 years of age, conducted from February 7th through February 13th, 2013.
**All Fusion blades fit all Fusion handles.

James Nunn, 617-463-5620
Chris Legentil, 646-935-4144

KEYWORDS:   United States  North America  Massachusetts  Ohio


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