Gillette is set to launch a precision styling tool for men with facial hair, the Fusion ProGlide Styler, and has signed musician Andre 3000 Benjamin and actors Gael Garcia Bernal and Adrien Brody as brand ambassadors.


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Gillette to debut styling tool, new brand ambassadors

January 18th, 2012

BOSTON – Gillette is set to launch a precision styling tool for men with facial hair, the Fusion ProGlide Styler, and has signed musician Andre 3000 Benjamin and actors Gael Garcia Bernal and Adrien Brody as brand ambassadors.

The Procter & Gamble men's grooming and shaving brand said Wednesday that it plans to launch the Gillette Fusion ProGlide Styler to retail outlets in February.

In tandem with that rollout, Gillette said it also will introduce Fusion ProGlide Clear Shave Gel, a non-foaming shave gel with "a distinctly masculine fragrance" that helps men see where to trim and edge their facial hair accurately.

The Fusion ProGlide Styler is a wet and dry shaving system that features Fusion ProGlide Blades, Gillette's most advanced razor blade technology, to help men achieve closeness and comfort when shaving, as well as a Braun-engineered power trimmer with three slim combs that maneuver smoothly through hair and trim evenly at three custom lengths.

The tool also sports a precision edging blade that helps sculpt crisp, accurate and defined facial hair lines; and a compact handle with ergonomic grips for maximum control.

The Fusion ProGlide Styler will retail for $19.99, and the Fusion ProGlide Clear Shave Gel carry a retail price of $3.99.

As brand ambassadors, Benjamin, Bernal and Brody will help Gillette "celebrate the individuality of men with facial hair," according to P&G.

They were selected for the debut of the Gillette Fusion ProGlide Styler because they best represent "Masters of Style," true facial hair stylers with tremendous talent, a strong sense of self, depth of character, and authentic style, the company said.

All three men will appear in an integrated marketing campaign, including television and print advertising, digital media and public relations, starting in February.

P&G noted that recent research conducted by Gillette found that facial hair styling is done by nearly 40% of men in North America and that they see the task as key to defining their look. Also, most of these men buy a myriad of products — including scissors, trimmers and razors — to perform what they consider a complicated and frustrating grooming process.

"The Fusion ProGlide Styler provides an opportunity for men who style their facial hair to simplify their grooming routines. Instead of multiple products, they can trust a single, three-in-one tool to get the look they want," commented Austin Lally, vice president and general manager for global Gillette at P&G. "By combining world-class blade technology with Braun trimming technology, we will enhance the experience for the men around the world who style their facial hair."

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