The Ask

Design packaging concepts for the Gillette SkinGuard razor that would outperform the existing in-market communication, driving relevancy with both white men with sensitive skin and Black men who didn’t see Gillette as a brand “for them.”

Our Solution

Through visuals and language, show Black men that Gillette was a brand that understood them while also communicating the product benefits in a way that would appeal to ALL men with sensitive skin.

Impact & Results

Proved that a packaging concept designed for and featuring a Black man could drive purchase intent and interest for BOTH Black and white men

Which led to the first person, of any ethnicity, to be featured on a Gillette razor package

Capabilities Applied