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Gillette unveils new facial hair styling tool, names brand ambassadors


BOSTON — Procter & Gamble’s Gillette male grooming brand has teamed up with three entertainment icons to unveil a styling tool for men with facial hair: Gillette Fusion ProGlide Styler.

Musician and fashion designer André "André 3000" Benjamin, actor Gael García Bernal and Academy Award-winning actor Adrien Brody will serve as brand ambassadors. All three men will appear in an integrated marketing campaign, including television and print advertising, digital media and public relations, beginning in February.

Recent research conducted by Gillette reveals that facial hair styling is a common practice undertaken by nearly 40% of men in North America and that this process is critical in defining their look. Most of these men purchase a myriad of products including scissors, trimmers and razors to tackle what they consider to be a complicated and frustrating grooming process.

To address the needs of these men, P&G assembled a team of scientists from two grooming brands — Braun and Gillette — with the goal of developing a precise 3-in-1 solution for men’s facial hair styling needs. Gillette Fusion ProGlide Styler combines Braun’s trimming technology with Gillette’s blade technology helping men trim evenly.

The Fusion ProGlide Styler is a combined wet and dry shaving system that features:

  • Fusion ProGlide blades: Gillette’s most advanced razor blade technology, helping men achieve incredible closeness and comfort;

  • Braun-engineered power trimmer: Features three slim combs that maneuver through hair, trimming evenly at three custom lengths;

  • Edging Blade: Helps sculpt facial hair lines; and

  • Ergonomic Grips: Offers maximum control, maneuverability and visibility while trimming, shaving and edging.

In conjunction with the Fusion ProGlide Styler launch, Gillette will introduce Fusion ProGlide clear shave gel, a nonfoaming shave gel that allows men to see where to trim and accurately edge their facial hair.

The Fusion ProGlide Styler and Gillette Fusion ProGlide clear shave gel will be available beginning in February. The Fusion ProGlide Styler will have a suggested retail price of $19.99 and the Gillette Fusion ProGlide clear shave gel will have a suggested retail price of $3.99.

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