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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.