“Over the past few years, facial hair styling has become less of a trend and more of a staying style,” said spokeswoman Kristen Gugliotta. You can say that again Sister!
After years of focusing on the clean-shaven look, Gillette is paying full attention to men with scruff.
The Boston-based grooming brand will launch the Fusion Pro-Glide Styler — a new “facial hair-styling” product for men with beards, moustaches and soul patches — next month.
The three-in-one tool combines fellow Procter & Gamble brand Braun’s trimming technology with Gillette’s blade technology to help men evenly trim, closely shave and edge their facial hair.
Gillette has tapped rapper Andre “3000” Benjamin of Outkast and actors Adrian Brody and Gael Garcia Bernal as “masters of style” who’ll promote the product in a new ad campaign.
Gillette is targeting the estimated 40 percent of North America men who style their facial hair using products such as scissors, trimmers and razors, according to the company.
“Back in 2006, we saw this as a trend coming up,” said spokeswoman Kristen Gugliotta, pointing to Gillette’s introduction of a precision trimmer blade as part of its Fusion men’s shaver launch. “Over the past few years, facial hair styling has become less of a trend and more of a staying style.”
More than half of the guys featured in ads and stories in men’s magazines such as GQ and Esquire have facial hair, she said.