PROCTER & GAMBLE

PROCTER & GAMBLE

Improving consumer perceptions of wet shaving

Context

Getting Chinese men to wet shave (rather than rotary shave) is challenging, given the perception of wet shave as old fashioned and inconvenient. P&G enlisted Innovia to guide communication of the technical benefits of wet shaving in a culturally-relevant way to disrupt shavers’ current behaviour.

Approach

Blending our comprehensive understanding of the science of shaving with behavioural science and structured design, we identified pivotal messages that represented real benefits to consumers. From this exploration, we developed a set of stimulus materials and visualisations focused around skin care, demonstrating different routes for activating the switch from rotary to wet shave. Habit change was the first step; to help P&G maintain wet shave habits with their consumers in the future, Innovia additionally designed a habit maintenance toolkit.

Impact

Our recommendations formed the basis of Gillette’s inspirational advertising campaign for wet shave in China, including video, print and POS materials, launched in February 2016.

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