The new Gillette Fusion ProGlide with FlexBall Technology provides maximum contact over tricky contours helping you reach virtually every hair. This razor combines the best Gillette Blades -- Fusion ProGlide -- with a new handle that allows the razor to pivot in multiple directions, not just up and down. The razor blades stay in better contact with your skin and provide a closer, smoother shave.

Removing and selling the lucky beards was relevant to Gillette as they are a razor company that promotes the removal of facial hair.

The shaving event secured 575 placements from USA Today to the Washington Post to live coverage on the TODAY show and generated over a billion earned impressions. The auction of the beards sparked a second wave of publicity. The 2 phases of the campaign generated a combined 690 placements and 1.8 billion media impressions all for $0 media dollars spent.