Gillette Debuts Green Shave Line at Target

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02/12/2021
Cyndi Loza
Associate Editor, Path to Purchase Institute | profile
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Target is stocking a new line of sustainable shaving products from Procter & Gamble's Gillette.

Planet Kind by Gillette shaving SKUs rolled out to Target stores and target.com this month, encompassing: 

  • a kit with two razor blade cartridges and a razor handle made from 60% recycled plastic (the equivalent of one recycled water bottle), 
  • a 4-count razor refill pack, and
  • shaving cream, moisturizer and face wash "with cucumber and vitamin E."

Ranging in price from $7.99 to $9.99, the products come in blue packaging that is recyclable and made with 85% recycled paper, 85% recycled plastic or infinitely recyclable aluminum. Planet Kind SKUs are also available on the line's direct-to-consumer site planetkindbygillette.com, where shoppers can sign up for a subscription. It is unclear if Planet Kind items will roll out to other retailers.

In stores, account-specific, in-line displays spotlight the product and tout the line's recycled packaging. Recently created Instagram and YouTube (see below) accounts for the line spotlight the SKUs and their availability at Target and the DTC website.  

Planet Kind is underscoring its commitment to reduce plastic waste through a partnership with Plastic Bank, a Vancouver-based social enterprise that aims to help stop ocean plastic while improving the lives of those who help collect it in vulnerable coastal communities. Starting Feb.  1, every purchase of a Planet Kind item will help prevent 10 plastic bottles from entering the ocean, according to a media release from Gillette. In the first year of the partnership, Planet Kind's goal is to prevent 10 million plastic bottles from entering the ocean.

The launch of Planet Kind also supports Gillette’s sustainability goals to have 100% of Gillette packaging be recyclable by 2030 and to increase the use of post-consumer recycled content in products. 

“Planet Kind makes it easier to incorporate eco-friendly choices into your shaving and skincare routine,” said John Claughton, vice president of North America grooming at P&G, in a media release. “We know consumers are looking for sustainable products that are kind to skin, and don’t want to compromise on performance. Our Planet KIND products are designed with this in mind and are backed by a brand people already know and trust.”

Target regularly enjoys exclusive products and launch windows for P&G brands. Most recently, Native launched its first-ever hair care line exclusively at Target. 

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