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Mens Body Grooming

Body / April 18, 2017

The commercial is by BBDO New York, part of the Omnicom Group, with direction by Ruben Fleischer and production by Caviar. It will be introduced widely on television and online on April 1 as part of a broader campaign called “What women want.”

A print ad features Ms. Upton in a come-hither pose and the text, “How Does Kate Upton Like Her Man’s Body Styled? Read her Mind.”

A thought bubble contains a QR code, and scanning it with a smartphone opens a short video in which Ms. Upton is asked more questions, including “How important is it for a guy to groom ‘down there.’ ” (With a wink, she responds, “Very important.”)

Other print ads featuring Ms. Rodriguez and Ms. Simone follow the same format: scanning QR codes in their thought bubbles reveals preferences in men’s below-the-neck grooming, a practice widely known by the decade-old portmanteau, manscaping.

Introduced in February 2012, the Fusion ProGlide Styler was a collaboration between Gillette and Braun, which are both owned by Procter & Gamble.

The handle of the device, which is powered by a single AA battery, has about twice the circumference of a typical razor handle yet half the circumference of a typical hair trimmer.

Along with three attachments for different hair lengths, as is typical for a trimmer, a fourth attachment holds a cartridge for the Fusion ProGlide, a five-bladed razor which has a single blade on its reverse side for shaving a straight edge.

Print ads for the Gillette Fusion ProGlide Styler feature the model Kate Upton. The QR code tells how she likes men to shave.

John Mang, the global brand franchise leader for Gillette, said that the strategy of promoting the ProGlide Styler for nonfacial use came in part from “guys telling us they were also using it to style their bodies.”

Below-the-neck trimming or shaving is regularly performed by 68 percent of men from the ages of 18 to 24 and by 64 percent of men from 25 to 34, according to research conducted for the brand by Ipsos, with assistance from Ketchum Global Research.

Among men of all ages, according to the research, the most common area to groom is the groin (33 percent), followed by the chest (24 percent), abs (16 percent) and back (13 percent).

The same research found that 74 percent of women believed that men should partake in at least some body hair removal, while 69 percent of men said women influenced their decision to expand their trimming.

“Outside of Hollywood and sports you can’t get a look at what a normal guy is doing in terms of body grooming, ” said Mr. Mang, of Gillette, adding that highlighting women with a range of preferences helps guide men. “This is a way of him having an opportunity to see what the landscape can look like to make his decision of what he wants to do.”