Walgreens Welcomes King C. Gillette Exclusive
Procter & Gamble’s Gillette has launched a line of facial grooming products branded King C. Gillette that is exclusive to Walgreens stores and walgreens.com.
The line comprises the double-edged safety razor pioneered in 1901 by Gillette as well as multiple beard-care products, including beard wash and oil as well as a cordless trimmer. Suggested retail prices of the items range from $5.99-$29.99.
Named after Gillette founder King Camp Gillette, the products are also sold directly to consumers, individually and via subscription, on the brand’s website, kingcgillette.com.
Gillette chief executive officer Gary Coombe said in a May 26 media release that King C. Gillette offers “the first complete lineup of products and tools designed for men with facial hair. … It's the one-stop shop for grooming that men have been looking for."
The brand made its way into Walgreens stores in late winter 2019 during a category reset. Menasha provided an “Arriving Soon” shelf blocker in the shaving section until semi-permanent merchandising units from P&G were available this spring. In late May, dedicated endcaps began appearing in stores.
In addition to the in-store displays and the media release, King C. Gillette secured a feature in Walgreens’ May 24 circular that introduced the brand and promised loyalty cardholders 10,000 bonus Balance Rewards points with purchase of $20 in eligible items. The feature also identified the brand as a Red Nose Day supporter.
On walgreens.com, a “Gillette” product search reveals a King C. Gillette ad with a “Shop Now” button that directs users to the e-commerce section of the site to purchase brand items.
King C. Gillette further introduced its product (and its availability at Walgreens) with a YouTube video that is also embedded on the brand's website: