With the new year comes the launch of Gillette’s latest product innovation, the Gillette SkinGuard Sensitive. This unique razor is specifically designed to stop the irritation many men with sensitive skin experience. The innovative razor places a breakthrough SkinGuard bar positioned between two of Gillette’s best blades to gently smooth and flatten the skin away, taking the pressure off the blades during the shave. This gives guys with sensitive skin a comfortable shave without the irritation. With research certified by the British Skin Foundation (BSF), Gillette SkinGuard Sensitive is clinically proven to stop shaving irritation, allowing all men to have a comfortable shave, taking the pressure off to help them look and feel their best.
A survey commissioned by Gillette through an independent market research firm found that one in three (33%) British men consider themselves to have sensitive facial skin, with almost half of men (49%) saying dryness and redness (46%) were the biggest indicators of sensitive skin.
Kristina Vanoosthuyze, Senior Scientific Communications Manager at Gillette said, “We challenged ourselves to rebuild the traditional razor from the ground-up, optimizing for comfort above all else because we believe all men, including those who have sensitive skin, deserve to look and feel their best.”
Matt Thomas, Gillette and Gillette Venus Brand Manager, UK & Ireland said “We are delighted to continue our 117-year history of innovation to provide a better shaving experience for all men. Gillette SkinGuard Sensitive delivers an unrivaled shave for guys with sensitive skin. Men face many pressures in life, shaving shouldn’t be one of them. Gone are the days of worrying about redness and irritation before a night out, first date or an important meeting, Gillette SkinGuard Sensitive takes the pressure off the blades and the pressure off your shave.”
NEW DESIGN DELIVERS REAL RELIEF
Gillette SkinGuard Sensitive addresses the problem of shaving irritation through revolutionary design innovation. Of the UK men with sensitive skin surveyed, half (50%) reported using hot water to shave, but only 12% found this method effective at reducing the effects of sensitive skin while shaving. Similarly, two in five (44%) of these men have tried shaving less often to try and reduce the irritation they suffer due to their sensitive skin, with just under one quarter (23%) finding this practice most effective.
“Irritation, stinging, redness and burning are commonly encountered by some male patients during and after they’ve shaved. Often referred to as ‘sensitive skin’, this problem can have a significant negative impact both physically and emotionally. Self- confidence is affected with some men thinking there is no solution” says Dr. Walayat Hussain, Consultant Dermatologist, and British Skin Foundation spokesperson. “It’s great that Gillette has addressed this important issue by introducing the SkinGuard Sensitive razor and that the research behind the product has been recognised by the British Skin Foundation.”
HOW THE TECHNOLOGY WORKS
The SkinGuard comb is positioned between Gillette’s sharpest blades with Gillette’s most advanced coatings for the low cutting force. Due to the blades’ position, hair is only pulled and cut up to 2x in each stroke, which reduces tug and pull. Many multi-blade razors use each blade to gently tug the hair outside the follicle, trimming each hair in rapid succession while they remain extended. Once the blades pass and the hair retracts, it has been trimmed below the surface of the skin. This kind of close shave is optimal for many men, but for others can contribute to skin irritation or a propensity for ingrown hairs. Traditional single-blade razors tug and pull at the hair and can put substantial pressure on the skin. Furthermore, while single-blade razors trim hair at the surface of the skin, they can still cause excess friction with the skin as the blade passes at a sharp angle. Gillette SkinGuard Sensitive works differently.
NOTE: LAUNCHES 16th JANUARY 2019 IN ALL MAJOR RETAILERS
Consumers can purchase the new Gillette SkinGuard from 16 January 2019 at all major retailers nationwide for a suggested retail price of £8.99. Pricing is at the sole discretion of the retailer. For additional information on the new SkinGuard technology, please visit www.gillette.co.uk
For further information, interviews or quotes from Gillette and the British Skin Foundation spokespeople, please contact Mark.Armstrong@hkstrategies.com
About Gillette For over 110 years, Gillette has delivered precision technology and unrivalled product performance – improving the lives of over 750 million men around the world. From shaving and body grooming to skin care and sweat protection, Gillette offers a wide variety of products including razors, shave gel (gels, foams, and creams), skin care, aftershaves, antiperspirants, deodorants and body wash. For more information and the latest news on Gillette, visit http://www.gillette.com/. To see our full selection of products, visit http://www.gillette.com.
About Procter & Gamble P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.
UK Methodology: All figures, unless otherwise stated, are from an independent global market research firm. Total sample size was 1,053 UK men, aged 18 years and older and nationally representative of the UK market. Fieldwork was undertaken from August 29-30, 2018. The survey was carried out online via an omnibus survey.