Gillette is harnessing the power and reach of YouTube and social media websites to promote intimate male shaving.
The Procter and Gamble (P&G) brand has published a series of instructional videos on YouTube to guide men through body shaving, or “manscaping”.
Video titles include ‘How to shave your armpits’, ‘How to shave your groin’ and ‘How to shave your back’.
All the videos feature cartoon characters in silhouette and a voice-over offering instruction infused with lighthearted humor.
How to shave your groin
The ‘How to shave your groin’ video, for example, informs the viewer that “When there's no underbush, the tree looks taller”.
In just a couple of weeks the YouTube videos have attracted almost one million viewers. Unsurprisingly ‘How to shave your groin’ is currently leading the pack by some margin with over 750,000 views since it was posted on YouTube site on 15 May. To see the video click here .
The popularity of the videos is being fed by bloggers and regulars on social-networking sites who are spreading the virtual word.
Shaving on a phone
Gillette is also exploring alternative marketing methods with the launch of “uArt”, an iPhone application that lets men use a virtual Fusion razor to shave and create any facial hairstyle they like.
Using “uArt”, men can guide a razor over a photo with their fingers to create a chinstrap, handlebar moustache, lamb chops or other beard design of their choice.
Gillette is using these marketing tools to engage with a new younger consumer and promote its expanding product range.
Since P&G acquired Gillette in 2005, the grooming company has expanded its product portfolio with new products including hair and body care ranges.