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Gillette unveiled a video that shows the evolution of men’s style over the last century. In just sixty seconds, the video uses the perspective of a man’s bathroom mirror to show iconic looks from each era, spotlighting the way grooming habits have played a role in defining each look and ultimately ending on a man with a fully shaved chest to highlight the global trend of body shaving. And to ensure guys have the right tools for the times, Gillette introduced the Gillette Body Razor built for a man’s terrain.
The video uses a stop motion approach to show evolution of men’s grooming and fashion trends demonstrated through man’s dress, surroundings, soundtrack and hair and shave styles throughout time—moving from an early 20th century man in full suit to a man ready to disco dance the night way all the way through to today’s body grooming trend. In addition to the video, which was released Wednesday June 25, 2014 on Gillette’s YouTube channel, special behind-the-scenes footage with film creators is available that highlights how the stop motion technology came together to chronicle 100 years of men’s style in only sixty seconds.
“Every era has an iconic look—a combination of fashion and grooming choices. Today’s look calls for body shaving,” said Francesco Tortora, Gillette global marketing director, Procter & Gamble. “Just as fashion constantly evolves, we constantly refine and engineer our precision products to help men feel and look their best. We are proud to offer a precision tool designed to give men an edge in keeping up with the times.”
A recent study conducted by Gillette shows men are more eager than ever to improve their look and hygiene, and to properly prepare for intimate encounters. Body shaving is increasingly part of the routine of 44% of men globally who body groom. Despite the rising popularity of body shaving, men have had limited tools to choose from, with 58% of current body shavers saying a better razor would enhance their body-shaving experience.
“Gillette has always worked hard to address the needs of men,” said Tortora. “With body shaving on the rise, we applied our 100+ years of shaving expertise to engineer our first razor specifically built for the terrain below a man’s neck.”
Visit Gillette’s YouTube channel for more information and to view more online content.