P&G's Gillette Helps Sport Whiskers

Procter & GambleCompany’s (PG - Analyst Report) Gillette takes a different path than it traveled so long and decides to woo the men who sport their facial hair apart from those who prefer to remain clean shaven.

Based in Massachusetts, P&G offers a new gadget called Gillette Fusion ProGlide Styler, which combines the trimming expertise of Braun Gillette’s most advanced blade technology.

The new gadget is equipped with a narrow trimmer to guide through tight spots, a Fusion ProGlide razor, three plastic trimming combs and a handle that enables a strong as well as flexible grip.

The 3-in-1 solution trimmer powered by P&G’s Duracell AA battery helps men to trim evenly, shave closely and edge accurately.

Currently, P&G targets 40% of men in America, who do not prefer clean shaves and sport stylish whiskers. The 3-in-1 trimmer frees men from the difficulty of being overloaded with pile of products like scissors, trimmers and razors. These extra products for trimming whiskers are, however, of no use as they were not able to use them effectively.

In February 2012, the new trimming gadget is scheduled to be shelved in North American stores with a suggested price of $19.99. This grooming equipment, valued at $9, is pricier than the Fusion ProGlide battery-operated razor starter kit.

To complement the trimmer, Gillette is also launching Fusion ProGlide Clear Shave Gel, a non-foaming shave gel with a distinctly masculine fragrance. The non foaming gel will give a clear vision to men about where to trim and help them edge their facial hair accurately.

Gillette has tapped three celebrities: the ProGlide Styler: musician André "3000" Benjamin and actors Adrien Brody and Gael García Bernal, who are hailed in North America as “masters of style” to publicize its brand.

The trio will help “Gillette celebrate the individuality of men with facial hair.” The advertisement is scheduled to be flashed in television and print advertising, digital media and public relations, in February 2012.

Procter & Gamble expects the new trimmer to add to its already growing $8 billion grooming business. The retail giant is also eyeing growth opportunities in the emerging and untapped markets and plans to flood them with its household, grooming and personal care products.

The company’s CEO revealed that P&G is geared up for increasing sales and philanthropic efforts in regions such as Pakistan and parts of Africa. The consumer goods giant has grown its business fivefold in the past decade in the South Asian country. This expansion is a part of P&G’s plan to have 5 billion customers by 2015, a milestone it plans to achieve by adding products and categories in markets around the world.

Currently, we prefer to be Neutral on P&G’s stock. Furthermore, P&G holds a Zacks #3 Rank, which translates into a short-term ‘Hold’ rating.

Read the full analyst report on PG