For Gillette, being “the best a man can get” isn’t just a tagline, it’s a brand promise. Owned by Procter & Gamble, Gillette grew into the leading men’s shaving line because it, historically, has spent more than any other company in R&D to make its razors the best. Once again delivering the performance and innovation consumers have come to expect, Gillette and Braun’s new Gillette Fusion ProGlide Styler, a three-in-one facial hair trimmer, shaver, and edger, won multiple awards and helped increase market share in emerging markets. In India, consumers prefer Gillette “seven to one” over traditional doubleedge razors, a promising sign of the brand’s ability to extend its global presence. Building on its sponsorship of the London Olympics, P&G has announced a 10-year agreement with the International Olympic Committee, which will link the Gillette brand with top male athletes. Strengthening its leadership positioning this past year, P&G has been testing (in the US only) the “Guy Aisle”; a dedicated in-store area designed to help men select their grooming products. Shipments of Gillette products have increased double-digit this year — no surprise with 800 million people using Gillette products each day. Gillette still reigns supreme in men’s grooming, holding 70% of the global razors and blades market. However, with new value-priced competitors arriving on the scene and retro straight razors making a comeback, Gillette needs to keep reminding consumers why it’s worth paying more for the best.