Gillette
Skinguard Launch ‘Smoothly does it’

Challenge
When Gillette launched the Skinguard Razor in 2018 it proposed a huge challenge for the brand.
For the first time ever, it was the launch of a new Gillette razor that didn’t promise to deliver the closest shave ever. Instead, it looked to solve a problem for many men who suffer from sensitive skin and therefore found the act of shaving uncomfortable and something that was done as little as possible.
We were asked to help support the launch into the retail space, working with the team to deliver a range of proposals for the different retailers.


The campaign was all about focusing on the product benefit and the fact that this was a product designed specifically for sensitive skin. The plan was to have this message at the forefront of all comms, so that the core Gillette user didn’t purchase the product expecting a close shave and end up being disappointed.
The brand colours are quite recessive for a store environment. Therefore, we had to work to draw out the stronger colours, and deliver a standout launch campaign across the board.
