Gillette’s message of “fewer nicks and cuts with the ProGlide razor” was a perfect message for this Halloween event, which is often defined by costumes of blood, nicks and cuts. It was the first salvo in the war against disposable razors that are often responsible for cuts. We created posters and activation using people with “razor cuts” costumes with the message “Don’t let every day be Halloween” printed on T-shirts. The Gillette spokesperson in the costume handed out razors whenever he saw person with blood and cuts.

After coming across our promotional book, thousands of men all over the country were inspired to shave off their beards and to show off their faces.

It has been so successful in hair salons, barbershops and the Art of Shaving stores that it is going into its second printing.