TITLE

Gillette turns attention to women

AUTHOR(S)
Cardona, Merdedes M.
PUB. DATE
December 1999
SOURCE
Advertising Age;12/13/1999, Vol. 70 Issue 51, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports that Gillette Co. will spend $75 million starting in spring 2000 to market a repackaged line of women's shaving products as of December 13, 1999. The rollout will be backed by a global campaign from BBDO Worldwide, New York, and will include print, TV and in-store displays. Extensive sampling will be handled by Bronnercom, Boston. Executives wouldn't discuss creative, but Gary Cohen, business director-business management at Gillette, said ads will break in April or May. Company strategy is to capture consumers and get them to trade up. If women are willing to move to the premium-price product, it will just follow trend, Mr. Cohen said. Gillette dominates the $1.1 billion U.S. blade and razor market. It also leads the women's shaving category.
ACCESSION #
2582236

 

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