Using blades or clippers that are not designed for the body can cause cuts, irritation or discomfort and discourage many men from hair removal. Taking this tension as insight, Gillette has launched “Depilesiones”, a campaign designed by the creative agency VML Spain that combines humor and sports codes to present the new GilletteLabs Body range in Spain.
The concept “Don’t let a hair loss leave you out of your game” articulates the campaign
The brand takes advantage of the World Cup celebration context to capture the attention of consumers and publicize its new products developed specifically for men’s body care, both for waxing and trimming. Under the concept “Don’t let a waxing leave you out of the game”, the campaign conveys that some injuries occur in the bathroom and not only on the field.
The pieces, produced by MIA Producciones, apply sports language to body care; specifically to the idea of asking for a change when you have suffered an injury. With this, Gillette invites men to rethink putting aside the tools designed for the face and start using products designed specifically for the body.
The campaign highlights two products. In one of the pieces, starring content creator DJMaRiiO, he communicates the virtues of Gillette Labs Body + Intimate, which according to the brand is equipped with an anti-irritation system and spaced blades to cut hair without pulling.
Also promoted are the new Gillette Labs Body trimmers (i3, i5 and i7), with technology to prevent cuts and irritations and maintain consistent cutting performance. The most advanced model has LED lighting to avoid blind spots and improve visibility in low lighting conditions.
“Although more than 60% of men already shave in Spain, the majority still use the wrong tool, a product designed for the face, not the body, causing cuts, irritation and discomfort.” commented Josué Ruiz López, Senior Brand Manager at Gillette, through LinkedIn. “By reflecting this consumer tension mixed with that very Spanish humor and such universal football references as “asking for change”, “Depilesiones” was born, the creative platform to publicize the new GilletteLabs Body range, our safest body hair removal.”.
In addition to the audiovisual pieces, the campaign also has organic content on social networks or collaboration with creators and influencers. The new range of products was also recently presented with a pop-up experience in the center of Madrid that included the screening of the campaign, product distribution and activities and experiences, produced by Dbox.
