GilletteLabs’ Hot Idea for the Holidays

Procter & Gamble's GilletteLabs has announced Warm Up the Holidays, a new program aimed to support small businesses during the holiday gifting season. A first for the brand, GilletteLabs will partner with five different businesses by creating limited-edition gifting bundles featuring its heated razor and a warming product (think coffee, candles) to be sold as a gift with purchase.
 
The small business partners include:
 
•  Anyon Atelier, a  home decor boutique and art gallery located in San Francisco. Manufactured by JFM, this brand machines honest, clean and functional brass home elements in Los Angeles for generations to enjoy and use. 
 
• BLK & Bold, a  Black-owned specialty coffee and tea brand has turned the daily ritual of enjoying a cup of coffee and tea into a means of giving back by pledging 5% of its profits to initiatives aligned to sustaining youth programming, enhancing workforce development, and eradicating youth homelessness. 
 
• Embr, a wearable tech device that leverages the body's natural response to temperature, cooling down or warming up with a click of a button. 
 
• LAFCO New York, a New York based luxury fragrance and home brand. 
 
• Naked Cashmere, a DTC brand is known for high-quality cashmere accessories and apparel.
 
GilletteLabs says it chose each small business partner because they are leaders and innovators in their own category. Through the GilletteLabs platform, these small businesses will share their unique story and mission to new audiences, while joining the brand for the ultimate holiday gift.
 
“Recognizing this year has been taxing for all businesses, we want to offer help, support and most importantly, warmth to small firms who have faced challenges this year, especially as they wrap up the year” explains Falguni Desai, marketing vice president, GilletteLabs. “The holiday season is being reimagined for consumers and one of our major priorities is to help these partners that are close to us and share our same values in any way we can.”  
 
The limited bundles will be offered beginning Nov. 10 on The Art of Shaving website in 3-5 day intervals, according to GilletteLabs.  These gift sets will retail for $200 each.
 
To further support each small business and their exclusive offerings, Gillette will host consumer giveaways to win one or all of the limited-edition bundles. This will allow each small business to introduce consumers to the brands' best-selling products. Additionally, GilletteLabs says it will leverage influencers to promote the bundles and share the entrepreneurial story of each partner.