Case Study
Gillette
Re-expressing masculinity for Gen Z
The Challenge
To guide Gillette through the cultural shifts around masculinity and the rise of facial hair that threatened their clean-shaven legacy and “The Best A Man Can Get” positioning.
Approach
Decoding the shifts in how masculinity is being expressed, challenged and redefined across culture.
Identifying opportunities for Gillette to play a meaningful role in shaping new narratives of masculine identity.
The Cultural Unlock
Understanding the resurgence of facial hair. We revealed how facial hair was a significant expression of redefined masculine values, helping Gilette navigate these new meanings and harness opportunity.
Impact
01
Gillette launched “The Best A Man Can Be” campaign in 2019, addressing toxic masculinity while promoting positive masculine values.
02
Anticipated the King C. Gillette launch, embracing beard care products while honouring heritage, transforming potential threats into opportunity.
03
Helped the brand expand from product-focused messaging to purpose-driven communication, enabling participation in sensitive cultural conversations.
04
Positioned Gillette to anticipate and shape cultural change, not just react.
“Space Doctors delivered a future-facing system for understanding the changing face of global masculinity and shaving behaviour. This was invaluable in helping us craft our purpose and connect more emotionally with Gillette users around the world.”
VF Group / Timberland:
Translating global strategy into local expression for APAC
