Proctor and Gamble 2011 Annual Report Download - page 19

Download and view the complete annual report

Please find page 19 of the 2011 Proctor and Gamble annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 82

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82

In India, nearly half a billion men still shave with a century-old
technology—the double-edge razor —because there’s no safe
alternative they can afford. To add to the inevitable risk of nicks
and cuts, many men shave sitting on the floor in low light, while
balancing a mirror against a wall. It’s an intense, tedious and
time-consuming process.
Members of a diverse P&G team traveled to India to get a first-
hand look at the men who shave in these conditions every day.
In thousands of interviews, home visits and shopping trips, the
team gained a deep understanding of the role shaving plays in the
lives of Indian men. Their collective understanding directly shaped
the design, manufacturing and marketing of Gillette Guard.
Launched in 2010, Gillette Guard is one of the most significant
product launches in Gillette’s110-year history. Designed as a
completely new concept for men in emerging markets, it provides
the perfect combination of safety, ease and affordability —making
it possible for more than a billion men who previously couldn’t
afford it to finally have a clean, safe shave.
Within 3months after it launched, Gillette Guard became the
best-selling razor in India. Within the first 8months of launch,
11million men had tried Gillette Guard, with 78% of men saying
Gillette Guard leaves fewer nicks and cuts and 73% saying they
feel safer using Gillette Guard than double-edge razors. Today,
more than half of the razors sold in India are Gillette Guard—
which is helping to drive the share of our entire lineup of products
sold in India: Mach3, Vector and Guard.
Gillette Guard: Providing a Better Shav
“Touching lives, improving life is a
two-way experience because it’s not
just about improving the lives of the
consumers. It had a huge impact on
our lives as well.”
Graham Simms,Male Grooming, Research & Development (Retired)
The Procter & Gamble Company 17
e
for More Than a Billion Men