Israel is Gillette’s most advanced market globally, with the premium category making up the bulk of sales (77%, world’s highest).

In other markets, Gillette’s growth depended on getting men to trade up one step at a time (from disposable to Mach3, from Mach3 to Fusion), in Israel, where Gillette already enjoyed 80% market share the only way to grow was growing the total market.

Our competition wasn’t other brands but the declining incidence of clean shaving due to the fashion for beards (especially amongst millennials).

With the passing of a paternity leave law and as more men stayed at home, we identified what seemed to be the only potential opportunity for a Point Of Habit Change when it comes to shaving - the birth of a child, and in a Gillette first resonated the changing shifts in Israeli society with regards to perceptions of masculinity and the role of fathers.