Gillette Launches Complete Skincare for Men

The Gillette Company today introduced a print and television advertising campaign for Gillette Complete Skincare, a new line of premium products designed specifically for men. The ads highlight Gillette Complete Skincare’s guarantee of delivering healthy-looking skin in just 14 days.

Gillette Complete Skincare, billed as the company’s most comprehensive personal care line since the launch of Gillette Series in 1992, includes two cleansers, two shave gels, an after-shave skin soother and a moisturizer with SPF 15, the only facial moisturizer for men recommended by the American Skin Cancer Foundation. Gillette is standing behind the new line with a money-back guarantee.

The campaign, created by BBDO New York, is designed to convince men to incorporate high-performance skin care products into their daily grooming routine. The print ads emphasize that Gillette’s high performance entry into skincare can enable men to “face skincare like a man.” Three television spots unlock the key insights that guide consumers’ current opinions and usage of skincare products. Each commercial leverages Gillette’s inherent masculinity and emphasizes how Gillette Complete Skincare can improve and simplify men’s every-day moisturizing, cleansing and shaving regimens.

The campaign also underscores Gillette’s heritage for delivering innovative male grooming products and features the “Gillette. The Best a Man Can Get” signature.

The television ads will air on networks such as ESPN, the Sci-Fi Channel, TV Land, TNT and TBS. The prints ads will appear in magazines such as FHM, Maxim, Rolling Stone and Men’s Fitness.

Gillette Complete Skincare is available throughout the United States in food, drug and mass merchandise stores and retails at prices ranging from $2.99 to $5.99.