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  • What do women really think about male grooming?
  • What do women really think about male grooming?
    Gillette (2013) ©
CASE STUDY

What Women Want: how Gillette is normalising 'below-the-neck' shaving

It's rapidly becoming the norm for men to shave 'below-the-neck', and as they become more open to grooming, Gillette's 'What Women Want' campaign sparks a dialogue about beauty routines.

Location Global

Scope
In America, it's rapidly becoming the norm for twenty-somethings to shave 'below-the-neck'. Gillette knows this; it's part of the reason why. As men of all ages become more open to grooming products, Gillette's 'What Women Want' campaign is helping normalise the shift, encouraging men and women to spark a dialogue about beauty routines.

In previous decades, 'metrosexuality' defined a new and alternative type of masculinity that included a heightened interest in maintaining a well-groomed appearance. Nowadays, 'masculinity' is far more flexible, and with 1 in 3 UK men spending 21-40 minutes per day in the bathroom, male grooming ...

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