Gillette eyes 20% jump in Mach3 systems sales

Gillette has launched a major promotion designed to help it drive a 20% jump in sales of key male grooming products.

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By  David Ingham Published  August 15, 2005

Gillette has launched a major promotion designed to help it drive a 20% jump in sales of key male grooming products. The Mach3Turbo Champion promotion, which kicks off in mid-August, offers anyone purchasing a Champion system, Mach3Turbo blades or Gillette Series Shaving Gel the chance to win a 2006 Mercedes SLK 200 car. The two month promotion will initially run in the GCC countries, where it will be supported by a multi-channel advertising campaign worth at least US $1 million. Later in the year, a similar programme run in the Levant and Egypt. “For retailers, it’s going to significantly increase footfall in the category,” Mohamed Kashahy, associate business manager, blades & razors, Gillette Middle East & Africa, told Retail News Middle East. “Major innovations only come along every one or two years in the male grooming market, so they need promotions like this to help maintain the business.” Mach3Turbo Champion is an extension of the Mach3Turbo system line, designed to appeal to a younger male demographic. The product comes in a bright red colour and uses images of cars, particularly Formula One vehicles, in its promotional material, hence the decision to offer a Mercedes SLK as a prize. With the forthcoming campaign, Gillette aims primarily to boost awareness of its grooming products amongst young males, particularly those coming into the shaving market for the first time. However, the promotion also forms part of the company’s wider strategy to migrate users of disposable razors to more profitable systems products like Mach3 and Mach3Turbo. To help ensure ‘Champion’ is a success, it will be supported with a “fully-fledged” media campaign using TV, radio, outdoor and print. In-store material will be created for retailers. The last major Gillette male grooming campaign, ‘Bend it With Beckham’ achieved noteworthy results. Sales were around 20% above normal levels for the period of the promotion and Kashahy aims to achieve a similar result this time. The retention rate (the number of people buying an eligible product who then took part in the competition) was around 7%. The global average is normally around 4%, according to Gillette. To take part in the promotion, consumers SMS a code found on the product packaging to a special competition phone number. Every person taking part will receive either a picture message or ringtone. The draw to select the winner of the SLK will take place at the end of October.

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