The Publication For The Grocery Trade

Gillette Series In Growth

In the UK, the male Deodorants and Bodyspray category is currently worth a huge £425.4 million and is growing at 2.0% year on year. Gillette Series deodorants and body sprays are currently experiencing volume growth of 11.2% year on year. A manufacturer of deodorants since the 1990's, Gillette aims to continue to drive category value through innovation and investment in consumer communication, while also tapping into the growing vanity of men as well as their interest in new gimmicks - such as the limited edition FIFA World Cup can, which was available through the summer. Gillette has already made significant innovations in the deodorant category. The introduction of the "Total Protection" vertical spray applicator on Gillette Series Cool Spray has been a huge success, driving incremental value and growth. The upward vertical spray design facilitates easy application and provides the first variation of its sort in the category. The beauty and personal care category is going from strength to strength with a change in purchasing habits being observed, as consumers become more health and beauty conscious. Men in particular are increasingly interested in their personal hygiene with male grooming products becoming ever more innovative and beauty-focused. This is partly as a result of increasingly male-focused advertising, featuring the likes of high profile sports heroes such as Gillette's use of David Beckham and Gavin Henson, who are well known for their thorough grooming habits! This trend means that the men's deodorant market in particular is full of activity. In order to remain a key contender within the category Gillette has introduced new product variants, new packaging and new spray application methods. All products compete against each other for standout thus the emphasis will be on the most original, ground-breaking new format. Within such a competitive category and with high consumer demand for constantly up-dated products, Gillette has to work hard to maintain loyalty. Retailers should stock a cross-section of brands to maximise sales. Heavyweight advertising and consistent incremental innovation is commonplace for big brands, and consumers do seek out certain brand names to match their aspirations. The continued growth of the male grooming market and demand from men for ever more innovative, convenient, high-performance products means that while retailers should always stock the top sellers they should also look to maximise sales by offering a full regime of products such as deodorants, shave and shower gels and razors. Gillette are very much aware of the need to keep upping their game to encourage consumers to be faithful to the Gillette Series brand. They are constantly researching consumer trends and monitoring demand for specific aspects of male grooming, such as the introduction of Gillette Series Sensitive Skin Deodorant - clinically tested to be strong on perspiration, yet gentle on skin! Gillette Series Tel: 00800 44553883 Website: www.gillette.com