Women Have Kissed and Told and Demand Their Men to "Keep It Smooth Shaven" (K.I.S.S.)

Thu Feb 14, 2013 8:45am EST

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http://pdf.reuters.com/htmlnews/8knews.asp?i=43059c3bf0e37541&u=urn:newsml:reuters.com:20130214:nBw145122a

Proving Stubble is a Leading Kiss Killer, Gillette`s Line of Sensitive Products
Ensures Maximum Kissability on The Most Romantic Day of the Year
NEW YORK--(Business Wire)--
The results are in, and women across America have kissed and told their
preference, putting an end to the prickly and longstanding conversation about
what women prefer to kiss in the stubble vs. smooth shaven debate. Today,
Gillette announces that after a month-long nationwide Kiss & Tell social
experiment across 16 cities in the U.S. where couples were invited to kiss
in-person - with and without stubble - women have finally cast their vote: an
overwhelming 85% of them prefer a smooth shaven kiss.*

http://mms.businesswire.com/bwapps/mediaserver/ViewMedia?mgid=358141&vid=4
ProGlide Silvertouch razor, featuring a premium silver handle and Gillette's
Fusion ProGlide platform - our BEST technology and the #1 dermatologist
recommended razor. (Photo: Business Wire)

"According to a recent study, we know that nearly half of men in the U.S. are
shaving less often than they would want because of their sensitive skin, and our
suspicions about that getting in the way of the kiss were confirmed during our
Kiss & Tell cross country experiment," said Elliott Wilke, Brand Manager for
Gillette. "Today, we`re hoping to educate these men about a great way to care
for their sensitive skin so they can comfortably shave every day, but just as
importantly, so they can also start kissing their partners comfortably again
every day." 

Gillette also announced today the launch of a Sensitive Skin Portfolio,
including:

* ProGlide Silvertouch razor, featuring a premium silver handle and Gillette`s
Fusion ProGlide platform - our BEST technology and the #1 dermatologist
recommended razor** 
* New ProGlide Sensitive Shave Gel, featuring Gillette`s best razor glide (among
aerosol gels), now for sensitive skin 
* MACH3 Sensitive razor, with less feel of irritation***, even on sensitive skin

* Gillette Sensitive Disposables, featuring new artwork to clearly communicate
they are part of Gillette`s sensitive product portfolio

The five-blade Fusion ProGlide is Gillette`s best solution for men with
sensitive skin, offering incredible comfort, even for those who shave every day.
In addition to its new ergonomic handle, the Fusion ProGlide is the #1
dermatologist recommended razor**. 

To celebrate the news of the K.I.S.S. and ask men to help get the kiss back on
track, Gillette is inviting couples to participate in the World`s Largest Shave
& Kiss Event on the most romantic day of the year - Valentine`s Day - as
hundreds of men and women will attempt to break two Guinness World Records
feats. Together, with celebrity hosts actress Brooklyn Decker and pro football
player Ray Rice, Gillette is seeking 333 stubbly men to come to The Shops at
Columbus Circle at Time Warner Center to try to break the record for the largest
shaving lesson ever, followed by an invitation for those smooth shaven men to
join their partners to break the record for the most kisses by a pair in one
minute (the current record is 258!). 

"While most men think of shaving as something that you do to your hair, it also
significantly impacts your skin. So choosing the proper tool is just as
important as your technique," said New York City Dermatologist Dr. Joshua
Zeichner. "Fortunately, modern technology has given rise to a razor that cuts
facial hair gently and effortlessly. This multi-blade system uses
low-cutting-force blades and fine edges that enable the blades to cut through
facial hair with minimal tug-and-pull. This translates into an extremely close,
comfortable shave, while helping minimize skin irritation." 

Each person who participates in today`s record breaking event will receive a
complimentary kissing kit, complete with a Gillette Fusion ProGlide Silvertouch
razor. 

For more information about men`s razors, shaving products, skin care, and men`s
style, visit the official Gillette website at Gillette.com. Couples unable to
participate in the live social experiment can participate online at
KissandTellUs.com to conduct their own at-home Kiss & Tell experiment. 

* An in-person survey of 404 women conducted by Schlesinger Associates within 16
markets Jan 16, 2013 - Feb 6, 2013.

** In manual and power.

*** vs. Gillette Custom Plus disposables.

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality, leadership
brands, including Pampers, Tide, Ariel, Always, Whisper, Pantene, Mach3, Bounty,
Dawn, Fairy, Gain, Charmin, Downy, Lenor, Iams, Crest, Oral-B, Duracell, Olay,
Head & Shoulders, Wella, Gillette, Braun, Fusion, Ace, Febreze, Ambi Pur, SK-II,
and Vicks. The P&G community includes operations in approximately 75 countries
worldwide. Please visit http://www.pg.com for the latest news and in-depth
information about P&G and its brands.

Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20130214005122/en/

Gillette
Susan Baba, 617-463-5756
baba.so@pg.com
or
Ketchum
Kristin Sundberg, 646-935-4395
kristin.sundberg@ketchum.com

Copyright Business Wire 2013

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