How a shaving brand becomes a beardcare brand.

For 100 years Gillette were the experts in shaving. But after a change in consumer behavior, and an 8 billion dollar write down of that business they needed to get in the beard game quick. Enter: King C. Gillette, a brand co-created with P&G to capitalize on the beard movement, and leveraging Gillette’s considerable brand equity. This brand launch took them from 0-200 MM dollars in sales in under 3 years.