DELIVERING INNOVATION
P&G delivers a consistent stream of innovation with a balanced combination of disruptive, sustaining and commercial innovations.
Disruptive innovation at P&G is innovation that creates new product categories, stimulates new consumer consumption, or resets performance standards in existing categories.
Sustaining innovation at P&G is the relentless stream of product, package, and other improvements that keep brands growing in the years following big, disruptive innovations.
Commercial innovation at P&G is marketing, communications, and in-store innovations that build consumer awareness and trial between product or package improvements.
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Gillette has built the leading male grooming business in the world by delighting consumers with a consistent stream of innovation that improves the consumer experience and strengthens brand equity.
The Gillette innovation portfolio
Every seven or eight years, Gillette launches an entirely new platform, such as Gillette Fusion, that sets a new standard for the brand and for the category. We enhance product performance and brand equity between these disruptive innovations with meaningful product and design initiatives every 12 to 18 months. In addition, we maintain a steady pace of commercial innovation. This mix keeps brands like Gillette growing year after year, often for decades.
1971
Gillette’s first twin-blade shaving system for a closer shave
1977
The first razor with a pivoting head to hug the contours of the face
1985
The first razor with a lubricating strip for increased glide
1988
The addition of the lubricating strip onto the Trac II blade cartridges
1990
The first razor with spring-mounted blades for increased closeness and comfort
1993
The addition of five flexible microfins for a closer shave
1994
Gillette was a leading World Cup sponsor from 1960 to 2006
1998
World’s first triple-blade razor, taking shaving performance to a new level
2002
Improved blade and lubricating strip technology, delivering the closest, most comfortable shave to date with less irritation
2004
First powered razor with improved blade technology
2004
New marketing campaign including top NASCAR drivers
2005
M3Power razor inspired by high-performance vehicles
2006
First five-blade shaving system with unique trimmer blade, setting a new standard for shaving closeness and comfort
2007
Fusion razor featuring a new sleek, black design
2008
New marketing campaign featuring three of the world's top athletes
2008
New razor color leveraging “Gillette Champions” commercial innovation
