The male grooming giant hopes to encourage sales of its shaving products and accessories by promoting shaving as a daily routine to the razor-shy among the city-state's men.
Conceptualised in-house, Gillette commissioned local agency Adventures to stage events and road shows to teach local men how to achieve 'the perfect shave'.
According to Gillette, shaving is a three-step process: applying a pre-shave gel, the shave itself, then a splash of post-shave lotion — a more meticulous approach than is typical of Singaporean men.
"Genetically, men in Southeast Asia don't have much facial hair," said Saurabh Dhote, brand manager Procter & Gamble Singapore. "So, unlike men in other parts of the world, following a shaving regime is not a prevalent habit. Most guys just use soap and water."
Road shows and in-store initiatives were supported by print ads featuring the clean-shaven face of David Beckham, which guide men to giant shaving demo booths in the city's busiest urban areas.
Although Gillette commands 90 per cent of the local market by value share, the campaign aims to encourage sales of the pre- and post- shave formulas.
The brand also hopes to nudge consumers of 'systems razors', specialty razors that use cartridge blades, towards its newest Mach3 Nitro Razor.
Roughly 70 per cent of the local market buys systems razors, while 15 per cent sticks to disposable blades and five per cent still opts for traditional, barbershop razors.
