P&G's Gillette Brand Trying To Raise Its Game

Procter & Gamble Co. is to revamp its Gillette shaving brand with new products and packaging in an effort to contend with intensifying competition in the category. In contrast, the company’s electric razor brand, Braun, is growing well, boosted by innovation. For Gillette, the focus will be on simplifying the brand architecture and making it easier for shoppers to find and buy the products, online and offline. Not only is Gillette facing competition in the US from direct-to-consumer startups like Dollar Shave Club and Harry’s, but it's also seeing fewer mean shaving, or less often. Gillette launched its own subscription-based shave club in 2015. Going forward, Gillette is launching a three-blade disposable razor in Latin America, hoping to get men using twin blades to trade up, and increasing Gillette’s exposure with seasonal tie-ins, such as using Star Wars packaging over Christmas.