Gillette has recruited 3 female celebs to promote the brand - Kate Upton, the 2013 Sports Illustrated swimsuit issue cover girl; Hannah Simone, who plays Cece on the Fox sitcom New Girl; and Genesis Rodriguez, who has appeared in films, and has starred in various series airing on Telemundo.
Body hair styling is a rising trend for men, according to Gillette, so its new campaign is intended to help men understand what women prefer in men's body hair. And Gillette says the right tool for the job is its Fusion ProGlide Styler.
“Body hair styling is a huge and growing category, and our research shows that it’s an area of concern for both men and women,” said John Grim, brand manager, Gillette. According to its research, 56% of men paying more attention to styling their body hair - and 69% say they listen to women's opinions on the matter.
The celebs are being featured this month in print and television ads - leading up to a body hair styling event on April 18th, 2013. The event, which will feature Upton, Simone and Rodriguez sharing their opinions on body hair, will stream live online.