Gillette is one of the best known brands in the world with a vast portfolio of razors and shaving products: from a single blade disposable to the most innovative razor technology available. This legacy requires in-depth knowledge of the company's history, customer needs, regional preferences, and a clear vision to continually move the brand into the future.

Each product name is now treated as a secondary sub-brand to give greater emphasis to the trusted Gillette name. Greater emphasis has also been placed on product features, so it is much easier to select a razor for its benefits. The graphics are designed to reflect the brand's strategy, target portfolio segmentation, and ensure great visibility on the shelf.