The Women of Bollywood launched a movement called ‘No Lipstick, No Shave’.Using social media and press conferences, they urged all Indian women to refuse to wear lipstick till their men shaved. This created buzz in newspapers, on television and on social media. The controversy peaked when at a mass shaving event 150 women shaved their legs simultaneously as men shaved off their stubble. Picking on this, Gillette decided to create a win-win situation. Gillette launched its special ‘You Shave I Shave’ packs, through which they also promoted their women’s razor, Satin Care, along with the Men’s range.

The campaign got over $3.63m worth of free editorial coverage and over 700m free editorial media impressions.

A record 10.5m new men entered the shaving category - 7.2m bought Gillette Systems.

Category growth accelerated by 2.5 times - Registering the highest category growth ever in the past 2 years.

Over 741m digital impressions and counting.

Gillette Women razor sales grew by over 150% in just 40 days.

Gillette Razor Market share reached 83.6% - the highest ever.