GILLETTE TAKES NEW APPROACH TO PRODUCTS FOR WOMEN
By Adnews Staff
The Gillette Company of Boston has decided to market all of its female shaving products under one umbrella. The products will now be promoted under the title Gillette For Women. Beginning later this week, they will be supported with a North American and European print and TV campaign. The print ads will feature contemporary, confident women preparing for such events as starting a new job and a night on the town. They will use the tagline "Yes I Am," which refers to the question posed in the ads. The copy will highlight the various essentials a woman needs to be ready for these events - the perfect dress or right lipstick. Then the ads ask the question, "but are your ready?" In Canada, the campaign will be created by BBDO Worldwide of New York, while the agency's Toronto office will handle the media buy. Overall, Gillette plans to spend $40 million on the campaign. In Canada, the company will spend over $3 million. Gillette's female shaving products include the SensorExcel razor, Sensor for women refillable razors, Agilitydisposable razor, Satin Care Shave Gel, Satin Care Skin Replenishing Creme and Satin Care Body Wash.