CLIENT
Procter and Gamble France
Elena Valbonesi, Grooming Europe Design Vice President
Hélène Dusseaux, Senior Director - Brand Building
Marine Larnaud, Brand Director Gillette France
Christine Cabon, Communication Director Gillette France
Valentina Ricciardo, Brand Manager Gillette France
Gilles Bentegeat, Senior Director P&G Grooming France-Benelux
MaryAnne Schmidt, Integrated Production Manager Gillette Europe :
Aurélia Studer, Brand Manager Gillette Europe
Laetitia De La Bastide, Brand Director Shave Care FBNL
AGENCY
Thomas Lec'hvien, Business Director
Ghislain Tenneson, Chief Strategy Officer
Remy Aboukrat, Creative Director
Rémi Dias Das Almas, Copywriter
Alice Labau, Art Director
Charles Georges-Picot, CEO
Pascal Nessim, CEO
Anne de Maupeou, Chief Creative Officer Publicis France
Gaëtan du Peloux, Chief Creative Officer
Youri Guerassimov, Chief Creative Officer
Christophe Neyret, Partner & Head of Global Business
Margaux Saltiel, Account Manager
Floriane Michaud, Project managers
Marine Borreil, Project manager
Calliste Garrabos, Social Media Manager
Mélanie Coupey, Responsable Achat d’art
Laurene Ametowoglo, Assistante Achat d’Art
Cleo Ferenczi, Head of Production
Starcom France
Arnaud Naude, General Manager
Laurine Szulika, Account executive
SWISSKISS
Wendy Huynh
75.0
SUMMARY
The slogan "La perfection au Masculin" french for "The best a man can get" has often sounded like a celebration of male stereotypes. While the questioning of the brand in the United States was stormy, in 2020, Gillette gave a more plural definition of masculine perfection in the most viral campaign of Gillette in France.
In 3 months, we not only succeeded in reversing the decline in Gillette's image (+4 pts Brand Value Perception) and its business decline among men under 35 (+10 pts market share in volume).
