THE GILLETTE CHALLENGEPHASE ONE

OUR IDEA OUR IDEA

TO PENETRATE THE MARKETTO PENETRATE THE MARKETTeam Passepartout

OUR FOCUS : ITALY Italian population

49%51%

malesfemales

Males80%20%

need to shave

do not need to shave

OPPORTUNITY TO PENETRATE THE ITALIAN MARKET WITH NEW PRODUCTS

““European men spend 29 weeks in their life to have a shave* European men spend 29 weeks in their life to have a shave* Italian men needs 6 weeks more”Italian men needs 6 weeks more”

They get the third place for time spent in front of the mirrorthird place for time spent in front of the mirror.Italian and French are the best shaved menbest shaved men all over the world.

In Italy esthetic careesthetic care is an important issue, especially in modern times.

Therefore, we decided to focus on Italian market, both because there we see a huge opportunity in growing in penetration and because it is the country we know better.

In addition to this, the awareness of Gillette is really strong in Italy.

Gillette is the leader of shaving market: 8 men out of 10 choose Gillette blades. It produces many other successful products linked to its core activity, such as deodorants, shave foams and

gel, pre and aftershaves.

Market Share ofshave foams and gel

*Source: European Grooming Survey lead by Plus Four Market Research

fusion phenom price eachpower 13,80€ manual 10,80€

aftershave capacity price eachartic ice splash 100ml 6,75€ revitalizing balm 100ml 8,80€ intensive cooling balm 100ml 9,10€

shave foam capacity price each sensitive skin 200ml 2,35€ cool cleasing 200ml 3,49€

shave gel capacity price each sensitive skin 200ml 3,45€ extra confort 200ml 3,45€ pure & sensitve 75ml 2,45€

hydragel capacity price eachtough beard 200ml 2,79€ clean & fresh 200ml 3,49€ clear skin 200ml 3,45€ ultra-sensitive 200ml 5,30€

pre-shave capacity price each gillette series wash with aloe vera 100ml 9,10€ gillette series thermal scrub 75ml 9,80€

PRICES OF GILLETTE PRODUCTS

K IND O F P R O DUC T

F R E Q UE NC YN. O F P UR C HAS E

P E R Y E AR

twice a month 24

twice a s emes ter 4

twice a s emes ter 4

HOW OFTEN DO MEN BUY GILLETTE?

The market value of Gillette is about 3 millions €

For ages the beard has been considered a symbol of virility and wisdom. During the XIX century, beard and moustaches came back into fashion, not exclusively linked to military atmospheres as they were before. It is in this period that together with sideburns, the moustache becomes increasingly

popular among young men. Things changed in the next century, especially after World War II: beards and moustaches for the most part went out of

fashion leaving instead the clean-cut shave which was considered a sign of a well-kept and good looking man. Gillette benefited of this increasing

trend and its products became day by day a necessity for millions of men all over the world.

The story is now repeating. As a matter of fact, hairy men were considered in the past stereotypes of virility. Young men themselves used to show off

their hairy breasts, opening their shirts. Nevertheless, as for the beards and moustaches, nowadays consumers have changed their esthetic standards

and their needs. Sporty men in current times are compelled to use depilation products (to achieve better results or for hygienic reasons),

many young men or modern active men feel ashamed to show their hairs and women prefer hairless muscles.

Why Gillette should not profit again of this change in esthetic ideals and needs as it did a hundred years ago?

The turning point

BEARD AND HAIRS: THE HISTORY IS ALWAYS THE SAME

THE NEW (OR MAYBE OLD) IDEA!

Gillette has managed once to be successfull by choosing a developing market analysing the change in consumers’ needs and habits.

Now it is time to do it once again. We have found three categories of consumers interested in this new market segment

NEW LINE: MASCULINE DEPILATIONOur idea is to introduce three new lines aimed to the three categories of men above. We imagine Gillette depilation outputs directed a modern active worker who wish to feel handsome and attractive, the care obsessed man who is eager to follow the new beauty standards and the sporty

type, who has the necessity to use this products to achieve better results.

WISHWISH NEEDNEED

SPORTSMANSPORTSMANMODERN ACTIVEMODERN ACTIVE CARE OBSESSEDCARE OBSESSED

EXPLORING THE NEW SECTOR

B R AND P R ODUC T P R IC E C ollis tar creme (200 ml) 16,50€ R adipil pas te 8,85€

12 s tripes 9,90€ Vichy dermo-toléranc e crème (150 ml) 12,00€ Veet for men creme (200 ml) 8,40€ S c hiapparelli S inepil c reme (200 ml) 33,50€ Depilfarma depilatory glove (5 pieces ) 30,00€

Italian men who need depilation products can presently choose within a quite narrow range of brands available at chemists

As prices show, these products appear to be rather expensive. To pay store prices, men can only rely on specifically female brands

(e. g. Cadey, Veet, Lycia, Strep, etc.).

WHERE IS THE SUCCESS?

Italian men are quite shy about their personal body care. According to some studies one man out of three tends to pretend

that his aspect is natural and in particular depilation is now considered an effeminate action by the fifty per cent of men. The reality is that instead many of them do it secretly and using their

wife’s creams or wax stripes.

Time has come to transform this feminine action into a virile activity! Who can carry this change better than Gillette? Do not

forget it’s “the best a man can get”! Therefore a new line branded Gillette cannot be but a great

success.

We have asked to many students, workers and sporty men whether they believe that a depilation line for men only branded

Gillette would render consumers more self-confident in the purchase of product dedicated exclusively to them.

Most everyone (89%) feel excited about that and is sure that even the shyest men would feel at ease in the end. Depilation by Gillette, the best a man can get.

MEN THINK THAT OUR INNOVATION IS…

“Many men choose to depilate their body nowadays.

I’m sure consumers would appreciate Gillette products.

The brand is well known and has an already consolidated loyalty.The new line is definitely meant

to be successful!”

“The Gillette design will give men more confidence: they would

find a guarantee of virility.No more pink or purple cream!”