Everyone knows us for shaving faces. So how do we step out of that shadow when we talk about body shaving? By using faceless DJs as our spokesmen. Confidence is at the core of the “Shave Forth” track and music video. It takes us on an eye-opening, engaging journey starting with our ‘faceless’ DJs shaving their bodies and ending in a bizarre aquatic twist. It’s showcases what can happen when a guy has the confidence to take on the day – no matter what that may entail.

The “Shave Forth” music video launched on YouTube in June, just in time for summer festival season. Then we blasted the track out to all music outlets that cover EDM, like Billboard, Rolling Stone and Variety. From there, word spread within the EDM fan community and our SoundCloud downloads started picking up rapidly until we actually crashed the site. That’s right, crashed it. In turn this created a burst in growth of our YouTube views from people wanting to hear the track. It became so popular that the DJs also started playing it during their live shows.

The “Shave Forth” music video is a hit. Not only was it the 2nd most viewed video in Gillette history but we hit some major milestones:

• Sold out of razors on Amazon within a few days

• 33MM views, 120MM+ impressions, and 85K clicks to learn/buy in just three weeks

• Awarded the #5 spot on AdAge’s Viral Video chart

• Had over 30K listens on the SoundCloud page, crashing it

• #2 track of Summer 2015 (Shoot)

• In Latin America, sales were 64% above expectation and drove up to 82% trial for new users in top markets

• Sales of the Gillette Body razor were up 130% during the first month, with cart sales also increasing by 20% (via Amazon sales in DACH)