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Haters of the overly hirsute and guardians of all things grooming, Gillette, has announced the most significant UK & Ireland product and packaging upgrade to date.
Encouraging men to put their ‘Best Face Forward’ as part of its new campaign, Gillette has introduced technology upgrades to its blades, redesigned sleek modern handles across its range of refillable razors, and – where we come in – makes a significant step forward in sustainability with new fully recyclable cardboard packaging.
“We’ve continually helped guys be the best they can be, setting the bar high with game-changing innovation and what it means to have a great shave. We’ve done that for the last 120 years, and today, we’re setting ourselves up for the next 120,” said Matt Thomas, Gillette Brand Director for UK & Ireland. “We’re not just talking a tweak here and there, but a full upgrade across every aspect of our refillable razors. New blades, new handles, new recyclable packaging – the best really has just got better.”
Central to this is the launch of Gillette’s new modern and sustainable packaging, which sees the brand move from plastic packaging to fully recyclable cardboard packs across its refillable razors. Made with recycled content and responsibly sourced paper, certified by the Forest Stewardship Council (FSC), Gillette estimates that it will eliminate a total of 66,000kg of plastic (66 metric tons) in the UK & Ireland – the equivalent of over 6.5 million water bottles. Across Europe, the move is expected to eliminate the equivalent of over 30 million water bottles’ worth of plastic.
“Men want to shave with confidence knowing the products they’re choosing come with responsible impact,” continued Matt Thomas. “As the biggest brand in male grooming we know we have a responsibility to drive significant change in the category and these upgrades across our packaging and razors are the first significant step in that journey. There’s always more to be done, but through this, and our ongoing razor recycling programme with TerraCycle®, we’re making progress.”