September 22, 2021

P&G Ventures - Male Intimate Grooming Innovation

Gillette is a brand built on trust, engineering, and precision. It doesn’t chase trends or lean on gimmicks, it leads with credibility. So when the brand decided to enter the male intimate grooming category, the stakes were clear.

Qualitative Research

Competitive Analysis

Audience Insights

Brand Strategy

Copywriting

Junior Strategist / BrandOpus
Client: P&G

This was a space dominated by landscaping metaphors and locker-room puns, “crop shavers,” “weed whackers,” and ball jokes everywhere you looked. But for a brand like Gillette, backed by P&G and known for raising the standard of care, the opportunity wasn’t to fit in. It was to reset the tone.

We grounded our strategy in a core tension: men are already grooming “down there,” but without the right tools, information, or vocabulary. There’s no roadmap, just guesswork and shame. I worked alongside the strategy team to explore the cultural whitespace, audit the category, and define how Gillette could bring clarity, confidence, and emotional intelligence to a neglected ritual.

Our work culminated in four distinct narrative territories:

Equipped – a straight-talking, system-first world where precision isn’t a luxury, it’s the baseline

Primed – an assured space linking self-care below the waist to confidence in every aspect of life

Uncensored – raw, unapologetic, and proudly masculine, no shame, no filters, no hiding

Sculpted – aspirational and elevated, reframing the body as something to take pride in, not poke fun at

Each territory unlocked a different facet of masculinity, some rooted in performance, others in quiet assurance—and gave Gillette the tools to speak to modern men without losing its core identity. I contributed across competitive positioning, tonal mapping, territory development, naming exploration, and copywriting, helping shape a strategic foundation that reflected both the intimacy of the topic and the seriousness with which Gillette approaches design and care.

This wasn’t just about launching a new line. It was about creating a cultural shift and building a brand world that men could actually see themselves in.