• by Karl Greenberg , June 9, 2010

Procter & Gamble is hoping to turn shaving into "gliding" with its new Gillette Fusion ProGlide line of razors. The company, which is also introducing a line of Gillette Fusion ProSeries shaving and skin care products, will promote with print, broadcast, multicultural and online advertising, public relations, sports marketing, in-store initiatives and social media campaigns.

Per a company release, 65% of men are uncomfortable during and after shaving The new Gillette Fusion, which has features like low-cutting-force blades, a blade stabilizer, a larger lubrastrip, a redesigned trimmer, a redesigned handle and something called a "snowplow comfort guard" to channel excess shave cream away from the blades. Gillette says that in tests, consumers preferred the ProGlide version twice as often as the Gillette Fusion.

The company prepped the market with several pre-launch programs. One such effort, "Gillette Fusion ProGlide Challenge," mirrored P&G consumer tests. It gave out 130,000 samples via social media outreach and urged consumers to talk about the experience via online social-media reviews. It also launched Sneak Preview Packs at retail and e-tailer sites.

Experiential elements included The Gillette Fusion ProGlide Shave Studio in Times Square in New York City that traveled to other North American markets. The reactions of consumers who were shaved with a ProGlide were captured at the mobile studio event for online webcast at Youtube.com/gillette. Pre-launch advertising included online and TV. The TV ads featured the Gillette Young Guns NASCAR drivers, WWE superstar John Cena and baseball All-Star Derek Jeter encouraging guys to take the ProGlide Challenge.

The national television spot features a host and camera crew storming a locker room to encourage guys to try Gillette Fusion ProGlide and transform shaving into gliding. Testimonial spots show reactions of real consumers trying the product for the first time. The print and digital advertising shows what the company says are actual quotes from consumers who have tried Gillette Fusion ProGlide.

"The insight behind the Gillette Fusion ProGlide advertising is that guys are inherently skeptical and they need to feel it to believe it," said Toygar Bazarkaya, Executive Creative Director, at BBDO New York, which handles the creative. "The spots were shot to dramatize the moment of transformation when a guy becomes a believer."

Gillette Fusion ProSeries skin care products include a thermal scrub, sensitive face wash, cooling lotion, and hydrating UV moisturizer.