From the decline in shaving frequency, to a slew of cheaper alternatives, to the rise in facial hair, Gillette was facing assaults from all sides.
My insight: there was a wealth of emotional richness beneath an act that most consider mundane that could be used to make the Gillette shave special again.
I lead a cultural and consumer exploration to test this hypothesis. From videos chronicling teenagers experiencing their milestone first shave, to chat rooms populated by passionate vintage razor collectors, to interviews with men about their fantasy shaves, the resulting essay and presentation yielded insights about the power and poignancy of the shave.
The result: A rethinking of this daily chore that informed a new brand campaign for Gillette.
Summary mood reel.
Original white-paper deep-dive.
