In India, nearly half a billion men still shave with a century-old technology—the double-edge razor—because there’s no safe alternative they can afford. To add to the inevitable risk of nicks and cuts, many men shave sitting on the floor in low light, while balancing a mirror against a wall. It’s an intense, tedious and time-consuming process.
Members of a diverse P&G team traveled to India to get a first-hand look at the men who shave in these conditions every day. In thousands of interviews, home visits and shopping trips, the team gained a deep understanding of the role shaving plays in the lives of Indian men. Their collective understanding directly shaped the design, manufacturing and marketing of Gillette Guard.
Launched in 2010, Gillette Guard is one of the most significant product launches in Gillette’s 110-year history. Designed as a completely new concept for men in emerging markets, it provides the perfect combination of safety, ease and affordability—making it possible for more than a billion men who previously couldn’t afford it to finally have a clean, safe shave.
Within 3 months after it launched, Gillette Guard became the best-selling razor in India. Within the first 8 months of launch, 11 million men had tried Gillette Guard, with 78% of men saying Gillette Guard leaves fewer nicks and cuts and 73% saying they feel safer using Gillette Guard than double-edge razors. Today, more than half of the razors sold in India are Gillette Guard—which is helping to drive the share of our entire lineup of products sold in India: Mach3, Vector and Guard.