King Camp Gillette and his outstanding razor inspired by more than 100 years of innovation, were the first distributors of the grooming category which promised men safety and personal freedom to accomplish their desired appearances with disposable razors. Hence, Gillette’s market presence is firm among the male demographic which is why the company has lit up the advertising scene of Dubai with an exceptional massive launch campaign. The offered range has the name of the founder King C. Gillette and it promises to be a one-stop shop for all men with facial hair. The company partially rebranded for the launching of this package and designed a fresh authentic logo and consistent packaging designs. The range of tools target men’s grooming regimens regarding facial hair care essentials such as the iconic double-edged safety razor that was pioneered by the brand founder back in 1901 along with products such as beard wash and oil which guarantee men feel their best and mastering their looks. The male grooming experience has been revolutionized since this is the very first complete lineup of products and tools designed for men who prefer to regularly shave their facial hair. The range of products can be categorized into 3 main sections according to the campaign. The first category is “Shave & Edge” and this includes; a double-edge safety razor and blade refills there are iconic for styling and precise edges, it also combines shave and edging razor and blade refills with 5 premium blades for closeness and a precision trimmer for edging, as well as, a transparent shave gel which is a clear formula to show where exactly the shaving is located. The second category reflected in the ads is “Trim” and this includes a beard trimmer that is cordless and has three interchangeable combs for all beard styles. The third category is “Care” and it introduces; a daily beard & face wash used as a refreshing cleanser infused with coconut water and hair conditioning technology, a soft beard balm which is a deeply conditioning wash-off mask infused with cocoa butter, and the lightweight or non-greasy beard oil which is very moisturizing because it consists of argan oil. The campaign “Own Your Beard” was displayed in various forms including lampposts in Sheikh Zayed Rd, Heasaa St, Al Khail Rd, Rabat St, and Sheikh Rashid Rd, Dubai. There was also a bridge billboard located at King Salman bin Abdulaziz Al Saud St along with hoardings at Sheikh Zayed Rd. The campaign was launched in the first week of May and it is the first of its kind in the UAE.
