Walgreens Supports Innovative Gillette Razor Launch
Walgreens supported the launch of Procter & Gamble’s Gillette SkinGuard razors with FSI, circular and in-store activity in January that complemented a four-week Balance Rewards incentive.
The product, introduced by P&G in November 2018, addresses the problem of shaving irritation through a new design philosophy, according to a P&G news release. "The razor uses SkinGuard technology positioned between two optimally spaced blades to gently smooth and flatten the skin away from the razor blades during the shave."
The razors began hitting store shelves in December. Walgreens dangled 5,000 Balance Rewards points with purchase of two eligible items from Dec. 30 through Jan. 26. The participating products were Gillette SkinGuard razors and cartridges as well as Pure by Gillette shave cream or gel.
Walgreens promoted the razors and the offer in its Jan. 13 circular, then a Jan. 27 RedPlum co-op FSI identified the razors as “available at Walgreens.”
In stores, an endcap produced by Menasha introduced the product while communicating the Balance Rewards offer on its header.
Promoting Gillette razor launches at Walgreens is nothing new for P&G. Past activity included promotional efforts supporting Gillette Fusion ProShield razors.
Path to Purchase Institute members can view more supporting images and read about past Walgreens-Gillette collaborations at p2pi.org. Members also have access to more than 8,000 images and 800 articles of marketing and merchandising activity at Walgreens, along with a full Retailer Profile outlining the chain’s operations and strategies.