Glide by Gillette was a case study we did in a Marketing class that was based on the growing demand for shaving subscription boxes. We picked the demographic of millennial dancers to cater to specifically with this service and as a secondary market, we picked teenagers whom we would educate on the topics of body hair and sex education through our digital channels and partnerships with publications. We designed a brand identity and a pricing model along with a scan of the shaving market with first and second-hand resources to better understand how to break into a market that is controlled by such a large player. We would also leverage Cardi B, a sex-positive outspoken KOL to spread the word about Glide.
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