Gillette Fusion ProGlide's brand extension and marketing strategy

Gillette, a division of Procter & Gamble, released its Gillette Fusion ProGlide on June 6, 2010. This product is a brand extension of the original Gillette Fusion that was launched in 2006. There have been a couple of other extensions of this brand before. As typical with a new Gillette product, the launch was paired with an intensive advertising campaign. The Fusion ProGlide represents a modest modification of the existing product, mostly thinner blades. These minor adjustments are marketed by the company as significant upgrades in the hope that consumers will swap out their Fusion razors for the new ProGlide variant. The Fusion brand was already the best-selling men's razor in the United States with $1 billion in revenue and represents innovations that derive from working in cross-functional teams from other P&G divisions (Sewell, 2010).

The communications for the new ProGlide placed emphasis on a couple of key ideas. The first was the humor inherent in the race for razor supremacy -- pundits had theorized that Gillette's new announcement was going to add new blades to its Fusion. The second was the focus on the technological advantages that the new ProGlide has vs. The existing Fusion models. The product was priced higher than existing models by 10%, breaking the $10 barrier (Sewell, 2010), something that the company had to overcome in its communications as well.

Company Texts

Gillette has a number of texts relating to the Fusion ProGlide. The first comes from the company website, on the main ProGlide page (http://www.gillette.com/en/us/Products/Razors/proglide/fusion-proglide-power-razor.aspx). This communication can be found as part of Exhibit A. This text outlines some of the basic features of the ProGlide. It helps to differentiate between ProGlide and other versions of Fusion. It contains the tag line "after one shave, you'll stop shaving and start gliding." This tagline is not given prominence, and may be subject to a trial balloon here.

Another company text is the Gillette Fusion ProGlide Fact Sheet. This is also contained as part of Exhibit A. This text contains some of the same basic descriptions, but then goes into more detail with respect to the features of the ProGlide. The fact sheet focuses on the new enhancements of the ProGlide and how the ProGlide differs from the basic Fusion models. A third text is an advertisement that can be viewed on YouTube here: http://www.youtube.com/watch?v=p_rsBuK44uA

This advertisement focuses on the benefits to the user of the razor, and does so in an unusual manner. Unlike most shaving commercials, this one focuses on men shaving their legs, to show how smooth the shave can be. The situation was treated with mild comedic value, but largely focused on the smoothness of the shave. This ad was part of a larger launch campaign dubbed the Gillette Fusion ProGlide Face Off.

Analysis of Texts

There are two main messages in these texts. The first two texts focus on inputs -- the technique reasons why the ProGlide is superior to razors already on the market, including previous Fusion products. The tone of this type of communication is fairly sober-minded and informative. For the end user, the inputs are less exciting, but make a more rational case for spending the money on a new razor. In this situation, the rational argument is made without much visual flourish either, but focuses on key points of difference so that the consumer can feel as though he is making an informed decision.

The video ad contrasts with the print copy in that it focuses on the outputs -- the end result to the consumer of using the Fusion ProGlide. This focus is more immediate for the consumer and is less rational. There is a stronger visual element to this communication and the tone is more casual. This text is one that the consumer is intended to relate to, in contrast to the others, which have much less emotional content and seek to spur a rational reaction.

The text copies are fairly generic with respect to their intended audiences. They are both geared more to rational, thinking consumers, but the second one is more focused on providing a depth of information. It is also a communication that must be sought out. The first communication comes from the main page of the ProGlide website. It provides a quick synopsis of the rational information. This is intended more for a mainstream audience, one that wants to feel as though the decision to purchase makes rational sense, but does not wish to get too deeply involved in rational analysis. By contrast, the video ad has a specific target audience in mind. The ad plays direction to black males 20-40, through the use of African-American models, colloquial banter and specific lifestyle text references ("I hope the ladies will like it").

The first text is part of the front page of the ProGlide website. As such, it is a basic introduction to the product and is intended to lead consumers to further information. The text is meant to be informative, but non-threatening. The audience will decide if further information is required. The second text is focused on a particular subsegment of the audience. The information conveyed is detailed and relatively dry. That said, this information meets the needs of a market segment that must justify buying another new razor, and crossing the ten dollar threshold in the process.

The third text, the video ad, is part of a campaign to launch the product. The Fusion ProGlide Challenge is a program by which the product is distributed for free in order for consumers to test the new razor against their existing razor. The implication is that Gillette believes this product is better than all others, and intends to stand by that in the court of consumer opinion. This ad thus serves a role in a greater set of communications. These communications are split between those targeting the African-American audience and those targeting either a Caucasian audience or a generic audience. Thus, this text can be more specific with respect to its audience because other texts in the series target other elements of the ProGlide target market.

Exhibit A: ProGlide Communications

The new Gillette® Fusion® ProGlide ™ Power Razor has re-engineered blades with edges that are thinner than Fusion. They are finished with Gillette's most advanced low-resistance coating, which allows the blades to glide effortlessly through hair. Providing incredible comfort, even if you shave everyday.

Even with thinner, finer blades*, an enhanced lubrastrip and improved blade suspension system, you may not see all of the latest innovations on the NEW Gillette Fusion ProGlide and Gillette Fusion ProGlide Power Razors with the naked eye but after one shave, you'll stop shaving and start gliding.

Gillette Proglide Fact Sheet

GILLETTE® FUSION® PROGLIDE™

FACT SHEET The Product:

New Gillette Fusion ProGlide shaving system is a significant advancement in shaving performance and comfort, outperforming Gillette Fusion -- the world's leading razor.

To help address skin discomfort and the root cause of tug and pull, Gillette Fusion ProGlide razors incorporate a series of unique technologies that address critical areas for a better shave.

The science behind Gillette Fusion ProGlide razors address every aspect of the razor's interaction with both hair and skin, while taking into account dozens of variables reflecting the shaving habits and rituals of men across the globe.

Gillette Fusion ProGlide is available in both Power and Manual.

Features and Benefits:

Low Cutting Force Blades with thinner, finer blades and our advanced low-resistance coating, enabling the blades to cut effortlessly through hair with less tug and pull*.

A Blade Stabilizer to maintain optimal blade spacing for comfort, while allowing the blades to adjust to the contours of a man's face.

A streamlined Snowplow Comfort Guard which channels excess shave prep to help maintain optimal blade contact, stretching the skin for a close, comfortable shave.

An Enhanced Lubrastrip ™ larger than before, infused with mineral oil and lubricating polymers, enabling the razor to move smoothly over skin even on repeat strokes.

An improved Precision Trimmer, including an enhanced blade, a comb guard to better align long

Works Cited:

Gillette.com, various pages. (2010). Retrieved November 8, 2010 from http://www.gillette.com/en/us/Products/Razors/proglide/fusion-proglide-power-razor.aspx

Sewell, D. (2010). 5 is enough, but Gillette upgrades razor, again. ABC News. Retrieved November 8, 2010 from http://abcnews.go.com/Business/wireStory?id=9814547

Schick.com., various pages. (2010). Retrieved November 8, 2010 from http://www.schick.com/