In Mexico, the challenge for male grooming brands is often made even harder by the traditional attitudes of an audience who do not feel that ‘sensitive’ products belong in their ‘sensible’ no-nonsense grooming regimes. While men in this region feel the need to look good, they see little benefit in using products – shaving is usually the limit to their grooming routine. Even though many suffer from stubble rash, Mexican men would rather miss a few days of shaving rather than treat the problem with a hydrating cream or moisturiser.
To help Gillette reach this audience with its new Mach3 Sensitivity range, we knew that we would need to leverage the company’s authority as a traditional leader of male shaving products. We would need to convince consumers that, the Mach3 was a no-nonsense razor and despite its premium price tag, was well worth the extra investment. It was the sensible choice for a sensible man.