Philippines Edition 1 Gillette
Glllefle THE MARKET The male grooming market was worth just over US$1 billion in 1999 and has become one of the fastest growing sectors within the toiletries industry with sal.e s now growing at an estimated 6.5% a year. It is the largest sector with the health and beauty category and can be broadly divided into four key product sectors- blades and razors, shave preparations, mass market male fragrances and male anti-perspirants and body sprays. Over the past ten years, men's attitudes to their personal health and appearance have changed dramatically and many have been persuaded to reconsider their attitudes to personal "grooming." Today, 90"/o of men use some form of male grooming product of which 75% wet shave. Small wonder, then, that men's bathroom cabinets are increasingly likely to be filled with as many products as a woman's. As a result an enormous number of new products specifically fo rmulated and designed for men have been launched to cater for this growing demand. Meanwhile, more me n are buying their own toiletries. Ten years ago, two thirds of men said that women bought their toiletries for them. ow, 72% actually purchase their own, meaning companies have been forced not only to alter their products but also the style of advertising. Research shows that men now want to use high performance products such as after-shave conditioners, pre-shave gel's and deodorizing body sprays. The male grooming market is forecast to grow rapidly over the next five years. As it does, it looks set to become increasingly complex and sophisticated.
ACHIEVEMENTS Founded in 1901. The Gillette Company is a world leader in male grooming products- a category that includes blades and razors, shaving preparations, post-shave conditioners and electric shavers. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and female shav-
36
ing preparations. It is also a worldleading supplier of toothbrushes and oral care applications, as well as being one of the leading suppliers of writing instruments and correction products through its Parker & Waterman subsidiaries. The company's manufacturing operations are conducted at 57 facilities in 28 countries. Products are distributed through wholesalers, retailers and agents in over 200 countries and territories. In the Philippines, Gillette is the only company to enjoy market leadership in all three wet shaving categories. The company has long been at the forefront of the shaving market, introducing and patenting many innovations that are now taken for granted by customers. Adjustable razors, a fully contained cartridge, the pivoting head, the Lubrastrip, springmounted twin blades and soft, flexible microfins have all contributed to Gillette's powerful market share.
HISTORY In 1895, a prosperous travelling salesman called King C. Gillette had an idea that was to revolutionise shaving. His idea? A disposable steel wafer blade. Gillette began work on a prototype and a promotional campaign to interest people in the concept. However, he was initially met with disbelief as everyone thought it was impossible to sharpen a thin piece of metal enough to make a razor blade. Unperturbed, King C. Gillette persisted. He met and recruited William ickerson, a chemist trained at the Massachusetts Institute of Technology and a highly imaginative thinker and inventor, who had once developed a Light bulb manufacturing process that even Thomas Edison had said was impossible. Nickerson believed Gillette's idea was technically feasible, which led to the formation of The American Safety Razor Company in 1901. New processes for ha rdening and tempering steel and mass production machinery were subsequently developed . In 1902, the business changed its name to The Gillette Safety Razor Company, and a year later the first razor went into production. In that first year, just 50 razor sets were sold - a far cry from
the hundreds of millions sold today. In 1904, the company received the first US patent for the safety razor and sales increased to a staggering 12 million blades. Since then, Gillette has patented many of the major innovations related to shaving. During the 1960s and 1970s, Gillette engineers were the first to patent a special polymer coating on the blade edge. This was followed by the first system razor, the Techmatic, in 1967. This was a "continuous band " razor which meant that the customer no longer had to touch the blade. Gll followed in I9n and brought with it the concept of twin blade shaving. This was followed by the pivoting head Contour razor and then, in 1986, the Lubrastrip. In 1989, Gillette brought out the world 's first razor with spring mounted blades - the Sensor. Five years Later the company launched Sensor Excel with the flexible microfin guard. 1988 saw the launch of the latest revolutionary razor called Mach 3, which, with its triple bladed shaving system gives men an even closer shave in fewer strokes and with less irritation . Gillette had also revolutionised the female shaving market. In 1993, the company introduced Gillette Sensor for Women, the first product specifically designed by women to meet women's shaving needs. By the time Mr. Gillette first conceived his razor blade in 1895, he was already well known in radical political circles. The previous year, in a book titled "The Human Drift," he had proposed a sweeping plan to re-organize the entire world as a gigantic corporation that would be owned and managed by the people. Gillette evidently
hoped that the scheme would have ushered in an earthly paradise, and went on to spend much of his life promoting his peculiar version of "Utopia. As it turned out, the world was more interested in the clean, close comfortable shaves promised by the Gillette razor than its inventor's philosophy. As a result, his curious economic and political notions have all but been forgotten. King C. Gillette had thought he might be remembered as one of history's social and economic reformers. Instead, he is recalled as the inventor of the safety razor with its disposable b lad e and as the founder of the major American Corporation that ~>till bears his name.
THE PRODUCT The Gillette Company has always been famous for its razors and blades, in particular its system razor for men - Sensor Excel. The razor brought a revolutionary new technology to shaving. The Sensor razor was first developed in Gillette's UK R&D Laboratories in 1979 by Dr. John Terry. Development continued for a further ten years in the US with an investment of more than SUS100 million before its launch in 1989. Today, Sensor has secured 26% of systems blade sales. Sensor Excel followed which set a new benchmark in shaving technology and perfonnance. Its revolutionary spring-mounted twin blades, Lubricating technology, five soft flexible microfins, combined with the new flexigri p hand le, offers men a closer, smoother shave. The microfins precede the blades and gently stretch the skin, causing the beard hairs to sp ring upwards, enabling them to be cut further down the shaft, with greater comfort than ever before.
fragrances - Cool Wave, Wud Rain and Pacific Light. The first range, Cool Wave fragrance took three years to d evelop it includes 13 high perfonnance products. In 1996, Gillette added Gillette Series Pacific Light fragrance to the range, which incorporated skin benefits and is one of the first new products to bring a light and subtle fragrance to the mass market. For woman, Gillette had bu ilt on its revolutionary Gillette Sensor for Women with the launch of Sensor Excel for Women - the most advanced woman's wet shaving system, which promises softer, smoother legs. The interest created by these lau nches prompted Gillette to broaden its range with the launch of female grooming product Gillette Satin Care Shave Gel - the first non-soap based moisturising shaving gel for women. This product includes moisturisers and skin conditioners that provides
RECENT DEVELOPMENTS However, Gillette continues to seek improvemen ts. In autu mn 1998, Gillette launched MACH3, a triple bladed shaving system with progressively aligned blades to give men a closer shave in fewer strokes with l~s !rritation. Gillette MACH3, with its breakthrough technological features outperforms aU other razors, including the current category leader, Gillette Sensor Excel, making this system the most significant men's shaving product introduced since the world's first twin blade razor, Gillette Gil in 1971. Gillette MACH3 has been supported by significant ad vertising investment, including an In ternet site (~vw.mach3.com), and is expected to make a significant contribution to overall sales in the year to come. The first Gillette Series male grooming products were launched in 1993 in response to the changing male attitudes. Gillette Series products are now available in three invigorating and fresh
maxlmum comfort for the customer. Gillette takes the women's market very seriously indeed.
of-sale material featured World Cup branding. Gillette had at least two perimeter advertising boards at every World Cup game - seen by millions of viewers all around the world.
BRAND VALUES The Gillette Company celebrates world class products, world class brands and world class people. These three factors account for their global achievements. Their world class products are distinguished by their quality, value, safety and effecth•eness. Their world class brands are known and trusted by people the world over. Their world class people arc the 33,000 employees whose skill and dedication ensure the company's continuing success. Gillette is a world leader in the production of blades and razors. Its progress and brand values are reflected in its achievements in technology and innovation. Gillette is renowned for leading ed ge products, which are technologically advanced and offer consumers superior performance. The male image is sporty, masculine, clean and immaculately groomed. The female image is modem, energised and an understander of women's need~>. Gillette knows what it takes to make men and women look and feel their very best by continually producing technologically advanced grooming products.
PROMOTION Gillette is committed to building its technologically advanced high-performance branded p roducts through consistent and heavyweight marketing investment. In 1998, Gillette sponsored the World Cup football championships. The company's involvement in the World Cup dates back to 1970, making Gillette the oldest ponsor of this huge event. The reason for this is the clear synergy between the Gillette b rand and the World Cup, both are active, aspirational and perfonnance focused and both are all abou t being 'The Best." Gillette's male grooming products are the best performing products in the world - and the World Cup brings together the best in world football. In 1988, Gillette brought some of the life excitement and energy of World Cup to the world of male grooming products via a fully integrated marketing campaign. Activities began in February with a national leaflet promotion offering consumers the chance to attend the World Cup final in Paris. A Hspot the ball" competition, offered consumers a chance to win 100 VIP trips. National TV built Gillette b rand awareness while radio advertising was used to drive consumers in store where eye catching displays and point-
Things you didn't know about GILLETTE
0
The average male will spt.'fld 139daysofhis
life •h.lving
0
Sh.Jvlng dot'S not remo,·e a t•n. Tans are cau~ bymelanindeepwJthin}ounkin.lf anytlung, , havmg enh.lnce. a tan by retno\·mg the flaky !>kin that hidct~ a tan's glow.
0 0
Gillt~ mtroduced the first ra7or for " ·omen in 190.1 called the Milady ~.,uete.
In 1918 tht.> United Stare.. govt'mment de-
cided to issue every soldier and !Wlilor with his own sh.lving equipment and the Com pany ~hipped 3.5 million razor!. and over 36 millwn blades to the armed fom.'!t.
0
Thr annua l production o f G•lle tte razor blades when butted togethet- tS enough to go round the world 12.5 hmb
ACHIEVEMENTS Founded in 1901. The Gillette Company is a world leader in male grooming products- a category that includes blades and razors, shaving preparations, post-shave conditioners and electric shavers. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and female shav-
36
ing preparations. It is also a worldleading supplier of toothbrushes and oral care applications, as well as being one of the leading suppliers of writing instruments and correction products through its Parker & Waterman subsidiaries. The company's manufacturing operations are conducted at 57 facilities in 28 countries. Products are distributed through wholesalers, retailers and agents in over 200 countries and territories. In the Philippines, Gillette is the only company to enjoy market leadership in all three wet shaving categories. The company has long been at the forefront of the shaving market, introducing and patenting many innovations that are now taken for granted by customers. Adjustable razors, a fully contained cartridge, the pivoting head, the Lubrastrip, springmounted twin blades and soft, flexible microfins have all contributed to Gillette's powerful market share.
HISTORY In 1895, a prosperous travelling salesman called King C. Gillette had an idea that was to revolutionise shaving. His idea? A disposable steel wafer blade. Gillette began work on a prototype and a promotional campaign to interest people in the concept. However, he was initially met with disbelief as everyone thought it was impossible to sharpen a thin piece of metal enough to make a razor blade. Unperturbed, King C. Gillette persisted. He met and recruited William ickerson, a chemist trained at the Massachusetts Institute of Technology and a highly imaginative thinker and inventor, who had once developed a Light bulb manufacturing process that even Thomas Edison had said was impossible. Nickerson believed Gillette's idea was technically feasible, which led to the formation of The American Safety Razor Company in 1901. New processes for ha rdening and tempering steel and mass production machinery were subsequently developed . In 1902, the business changed its name to The Gillette Safety Razor Company, and a year later the first razor went into production. In that first year, just 50 razor sets were sold - a far cry from
the hundreds of millions sold today. In 1904, the company received the first US patent for the safety razor and sales increased to a staggering 12 million blades. Since then, Gillette has patented many of the major innovations related to shaving. During the 1960s and 1970s, Gillette engineers were the first to patent a special polymer coating on the blade edge. This was followed by the first system razor, the Techmatic, in 1967. This was a "continuous band " razor which meant that the customer no longer had to touch the blade. Gll followed in I9n and brought with it the concept of twin blade shaving. This was followed by the pivoting head Contour razor and then, in 1986, the Lubrastrip. In 1989, Gillette brought out the world 's first razor with spring mounted blades - the Sensor. Five years Later the company launched Sensor Excel with the flexible microfin guard. 1988 saw the launch of the latest revolutionary razor called Mach 3, which, with its triple bladed shaving system gives men an even closer shave in fewer strokes and with less irritation . Gillette had also revolutionised the female shaving market. In 1993, the company introduced Gillette Sensor for Women, the first product specifically designed by women to meet women's shaving needs. By the time Mr. Gillette first conceived his razor blade in 1895, he was already well known in radical political circles. The previous year, in a book titled "The Human Drift," he had proposed a sweeping plan to re-organize the entire world as a gigantic corporation that would be owned and managed by the people. Gillette evidently
hoped that the scheme would have ushered in an earthly paradise, and went on to spend much of his life promoting his peculiar version of "Utopia. As it turned out, the world was more interested in the clean, close comfortable shaves promised by the Gillette razor than its inventor's philosophy. As a result, his curious economic and political notions have all but been forgotten. King C. Gillette had thought he might be remembered as one of history's social and economic reformers. Instead, he is recalled as the inventor of the safety razor with its disposable b lad e and as the founder of the major American Corporation that ~>till bears his name.
THE PRODUCT The Gillette Company has always been famous for its razors and blades, in particular its system razor for men - Sensor Excel. The razor brought a revolutionary new technology to shaving. The Sensor razor was first developed in Gillette's UK R&D Laboratories in 1979 by Dr. John Terry. Development continued for a further ten years in the US with an investment of more than SUS100 million before its launch in 1989. Today, Sensor has secured 26% of systems blade sales. Sensor Excel followed which set a new benchmark in shaving technology and perfonnance. Its revolutionary spring-mounted twin blades, Lubricating technology, five soft flexible microfins, combined with the new flexigri p hand le, offers men a closer, smoother shave. The microfins precede the blades and gently stretch the skin, causing the beard hairs to sp ring upwards, enabling them to be cut further down the shaft, with greater comfort than ever before.
fragrances - Cool Wave, Wud Rain and Pacific Light. The first range, Cool Wave fragrance took three years to d evelop it includes 13 high perfonnance products. In 1996, Gillette added Gillette Series Pacific Light fragrance to the range, which incorporated skin benefits and is one of the first new products to bring a light and subtle fragrance to the mass market. For woman, Gillette had bu ilt on its revolutionary Gillette Sensor for Women with the launch of Sensor Excel for Women - the most advanced woman's wet shaving system, which promises softer, smoother legs. The interest created by these lau nches prompted Gillette to broaden its range with the launch of female grooming product Gillette Satin Care Shave Gel - the first non-soap based moisturising shaving gel for women. This product includes moisturisers and skin conditioners that provides
RECENT DEVELOPMENTS However, Gillette continues to seek improvemen ts. In autu mn 1998, Gillette launched MACH3, a triple bladed shaving system with progressively aligned blades to give men a closer shave in fewer strokes with l~s !rritation. Gillette MACH3, with its breakthrough technological features outperforms aU other razors, including the current category leader, Gillette Sensor Excel, making this system the most significant men's shaving product introduced since the world's first twin blade razor, Gillette Gil in 1971. Gillette MACH3 has been supported by significant ad vertising investment, including an In ternet site (~vw.mach3.com), and is expected to make a significant contribution to overall sales in the year to come. The first Gillette Series male grooming products were launched in 1993 in response to the changing male attitudes. Gillette Series products are now available in three invigorating and fresh
maxlmum comfort for the customer. Gillette takes the women's market very seriously indeed.
of-sale material featured World Cup branding. Gillette had at least two perimeter advertising boards at every World Cup game - seen by millions of viewers all around the world.
BRAND VALUES The Gillette Company celebrates world class products, world class brands and world class people. These three factors account for their global achievements. Their world class products are distinguished by their quality, value, safety and effecth•eness. Their world class brands are known and trusted by people the world over. Their world class people arc the 33,000 employees whose skill and dedication ensure the company's continuing success. Gillette is a world leader in the production of blades and razors. Its progress and brand values are reflected in its achievements in technology and innovation. Gillette is renowned for leading ed ge products, which are technologically advanced and offer consumers superior performance. The male image is sporty, masculine, clean and immaculately groomed. The female image is modem, energised and an understander of women's need~>. Gillette knows what it takes to make men and women look and feel their very best by continually producing technologically advanced grooming products.
PROMOTION Gillette is committed to building its technologically advanced high-performance branded p roducts through consistent and heavyweight marketing investment. In 1998, Gillette sponsored the World Cup football championships. The company's involvement in the World Cup dates back to 1970, making Gillette the oldest ponsor of this huge event. The reason for this is the clear synergy between the Gillette b rand and the World Cup, both are active, aspirational and perfonnance focused and both are all abou t being 'The Best." Gillette's male grooming products are the best performing products in the world - and the World Cup brings together the best in world football. In 1988, Gillette brought some of the life excitement and energy of World Cup to the world of male grooming products via a fully integrated marketing campaign. Activities began in February with a national leaflet promotion offering consumers the chance to attend the World Cup final in Paris. A Hspot the ball" competition, offered consumers a chance to win 100 VIP trips. National TV built Gillette b rand awareness while radio advertising was used to drive consumers in store where eye catching displays and point-
Things you didn't know about GILLETTE
0
The average male will spt.'fld 139daysofhis
life •h.lving
0
Sh.Jvlng dot'S not remo,·e a t•n. Tans are cau~ bymelanindeepwJthin}ounkin.lf anytlung, , havmg enh.lnce. a tan by retno\·mg the flaky !>kin that hidct~ a tan's glow.
0 0
Gillt~ mtroduced the first ra7or for " ·omen in 190.1 called the Milady ~.,uete.
In 1918 tht.> United Stare.. govt'mment de-
cided to issue every soldier and !Wlilor with his own sh.lving equipment and the Com pany ~hipped 3.5 million razor!. and over 36 millwn blades to the armed fom.'!t.
0
Thr annua l production o f G•lle tte razor blades when butted togethet- tS enough to go round the world 12.5 hmb
