Gillette introduced several innovations in razor blade technology over the decades, starting from the first safety razor in 1902 to the Sensor Excel razor with microfins in 1995. To boost sales of its Mach3 razor in India, Gillette launched a national marketing campaign in 2012 called "India Votes" that sparked a public debate on facial hair preferences. The campaign included online and in-person polls showing that most Indians and women preferred clean-shaven men. This successful campaign led to a 38% increase in Gillette's sales and a doubling of brand awareness in India.

1. “The Best a Man Can Get"GILLETE’S CUTTING EDGEPAUL HONGKUNG T AMBA (FHW-S, Germany)

2. THE START

3. THE START

4. THE STARTThe first safety razors using the new disposable blade, were introduced around 1902Trac II was the world's first two-blade razor, debuting in 1971Gillette Sensor debuted in 1990, and was the first razor to have spring-loaded bladesIn 1995, an improved version, the Sensor Excel was released. This featured "Microfins," a piece of rubber with slits at the top of the cartridge

5. PRODUCTSMach3 The first three-blade razor, introduced in 1998, which Gillette claims reduces irritation and requires fewer strokes. It claimed five improved microfinsGillette twin-edge products -- 10 times more expensive than other double-blade razors (or often more than 4,750 %)In the Indian market, it launched affordable products (7O’clock and Wilkinson) with “buy-2, get-1-free” types of conventional marketing, which helped it to boost salesSource: Daily MailSharp practice? The razor heads that cost just 5p to make, but sell for £2.43 each

6. MARKETINGStrong distribution strategies played a prominent role in the robust growth, as a result of which the brand has managed to tap both the “premium” and the “value-for-money” consumers – SharatVerma, Marketing manager of Gillette IndiaThe lower-value products, followed the company’s realisation that while “new and improved” is still good, “lower price” works better in these tough times

7. CUTTING EDGE TECHNOLOGYMACH3Turbo – boasts of anti-friction blades which reduce the cutting force needed to slice through hair and ultra-soft protective skin-guard with thinner microfinsM3Power is a battery-powered version of the Mach3 Turbo razor which can also be used with the power switched off

8. BRANDINGThere are pressures in good times and bad but the fundamental business principles stay the same – Innovate and Delight the Consumer with the best propositionsGillette has always strived to help men across the country “look, feel and be their best” and that continues to be the equity that Gillette holds in consumers’ minds today

9. BRANDING CAMPAIGNBut the game-changing was an innovative campaign launched in October last year Till then, MACH3’s sales in India had seen almost a negligible growth. Years of conventional product advertising had established a good brand image for Gillette, but that wasn’t enough to get Indian men to switch to its productsWPP’s Mediacom – launched the “India votes: To shave or not” campaign, which ended up sparking a national debate on the merits of the clean-shaven look Vs the hairy look*Won the Gold and Silver Lion at the Cannes Advertising Festival

10. BRANDING CAMPAIGNA Nielson-commissioned survey intended to determine the country’s attitude toward shaving. Online and live polls held in places such as gyms, malls, offices and movie theatre fed the fire while giving men a chance to use the productWere clean-shaven men more successful? Did the nation prefer clean-shaven celebrities? And the big one: did women prefer clean-shaven men?

11. BRANDING CAMPAIGNMediacom tied up with NDTV and for 8 weeks, the channel ran celebrity interviews, panel discussions and news stories around the topic. Similar tie ups were done with radio stationsThe logic: Gillette wanted to generate a talking point on a subject that’s not necessarily top-of-mind

12. THE RESULT12.2 million Indians voted for a clean shaveIt has been very innovative, business building programme that has had impact on brand equity and trialsThe survey proved conclusively and publicly that women preferred clean shaven menThe look emerged as the preferred style and was associated with attributes like confidence, success and being trustworthy

13. THE EFFECTSharing this observation with the men of India created dramatic change in the brand’s fortunesSales went up by 38% immediately, awareness doubled Sales grew 12% higher than the overall grooming industry growthTrials increased by 400%Source: Business Standard

14. THE EFFECTNet profit rose 31% in the first quarter of this financial yearGillette’s market share increased by 35% at one goMACH3 registered its highest ever growth in the past 5 years (helping Gillette achieve overall market leadership in the category)Source: Business Standard