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Sales of manual shavers in China have been steadily declining, particularly among young adults, who increasingly favor electronic shavers.

How can we encourage young adults to reconsider the use of manual shavers?

 

Gillette recognizes that young adults prioritize their appearance and wish to present themselves well, especially during significant life moments. Rather than urging them to switch from electronic to manual shavers, Gillette aims to demonstrate the necessity of manual shavers during these important moments, as they provide a "cleaner" shave than electronic alternatives in practice.

 

To achieve this, Gillette has developed a series of amusing parodies of popular movies beloved by young adults. These parodies depict the potential embarrassing situations that could arise from not using a manual shaver, with Gillette's products presented as the optimal solution.

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