Gillette Xtra Research initiative

1
Gillette Xtra Research initiative 

• Situation
• Gillette RFP
• Ideas - Integration of media
• Xtra.ca, box cards, window show
• Coupons, direct response, contests

2
Direction

• Xtras male slant !!! What about the lesbians?
• Factors affecting plan - internet usage
• Print to drive online participation
• Contest offering three 150 Gillette gift baskets
• Respondents required to complete survey
• Analyze results and determine response

3
Results
Females - 10 shave every day - Face, eyes,
butt, hands - 10-20 mins, under 10 mins - creams
and waxing for legs (4 times males)
Males - almost 70 shave every day - Face, eyes,
chest, hair - under 10 mins, 10-20 mins - creams
and waxing for other parts?
4
Results

• - Average age 40 years
• - 40 willing to spend more for a shave prep
• - Physical appearance was ranked very important
• Record number of respondents (1,300)
• Majority were female 54
• Split between rural/urban

5
Questions?