Gillette - establishing a new category

Traditionally, female shave products are merchandised next to their male counterparts. The purchase drivers for women are of course subtly different from their swarthy masculine counterparts. Webb deVlam were asked to create a new Female Shaving category to communicate a more sensitive positioning and to highlight the Venus razor and Satin Care products. All this needed to be considered as a category initiative not overly dominated by one brand. Making the right design choices of course relies on understanding how to provide maximum retailer benefits alongside creating the consumer desire for the products themselves.

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