Research and Markets: Gillette Fusion ProGlide Case Study: Using Consumer-Focused Marketing to Instill Brand Confidence

DUBLIN--()--Research and Markets ( has announced the addition of the "Gillette Fusion ProGlide Case Study: Using consumer-focused marketing to instill brand confidence" company profile to their offering.

Within 10 weeks of being launched, Gillette had sold 2.5 million Fusion ProGlide razors; exceeding sales achieved by Gillette Fusion in 2006 and becoming the world's best selling razor. This market success is attributed, in large part, to Gillette's shift towards a more consumer-based marketing strategy, which served to raise the brand's profile among its target US male consumer base.

Scope of the report:

  • Achieve sales growth of male grooming products by leaning how consumer-focused marketing high-precision innovations can enhance brand credibility.
  • Enhance your market positioning by learning from Gillette's 2010 marketing success in the male grooming market.
  • Stimulate ideation and invigorate brands by uncovering the latest male consumers' personal care needs.


  • Gillette's recent market success highlights the importance of consumer-focused marketing and serves to emphasise the value of pre-launch trial campaigns, consumer use testing and experiential marketing in successfully communicating a product's benefits to target consumers and in doing so, raising a brand's profile.
  • By focusing its marketing efforts on the consumer, Gillette has managed to successfully position the Fusion ProGlide razor across the entire consumer adoption lifecycle. As a result, Gillette has ensured market growth for the brand moving forwards.

Reasons to purchase:

  • What are the key factors currently influencing male choices of grooming products?
  • How can product marketing be used to better engage with consumers and raise the profile of your brand?
  • How has Gillette positioned itself across the consumer adoption lifestyle so as to sustain longer term brand momentum?

Key Topics Covered:


  • Catalyst
  • Summary


  • The global male grooming market is expected to grow further by
  • In 2010, Gillette once again redefined the male grooming category
  • - Gillette has used precision engineering to address male comfort needs
  • - The Gillette Fusion ProSeries, an accompanying male skincare range, has helped to leverage P&G's skincare expertise
  • Gillette's new strategy of consumer-driven marketing has served to overcome male skepticism
  • - A unique pre-launch trial campaign helped Gillette to install confidence in its consumers
  • - Gillette's experiential marketing efforts let the brand speak for itself
  • Consumer-focused marketing has enabled the Gillette Fusion ProGlide to position itself for growth across the product adoption lifecycle
  • - A strong focus on innovation has allowed Gillette to successfully target early adopters
  • - Gillette has given the early majority a compelling reason to buy Fusion ProGlide
  • - Gillette has promised a money back guarantee to convince the late majority to trade up to Fusion ProGlide
  • Gillette Fusion ProGlide looks set to build on its success in
  • - Fusion ProGlide will be launched in the UK during the first half of
  • Conclusions and recommendations


  • Case study series
  • Methodology
  • Secondary sources
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer

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Source: Datamonitor


Research and Markets
Laura Wood, Senior Manager,
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716


Research and Markets
Laura Wood, Senior Manager,
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716