Gillette razors: pioneers in sports sponsorship

Created in the United States at the beginning of the 20th century, Gillette adapted to the new habits of men, who shave less today. The company highlights its role as a partner of sporting events in the run-up to the Paris 2024 Games.

Gillette was born in 1901 in Boston, in the United States, under the leadership of a certain King Camp Gillette, with a name of French origin. He was looking for a product that would change people’s lives and be a big commercial success. He therefore worked on a prototype razor that would allow men to shave at home, whereas until then we had to go to the barber.

Business went quickly, and from 1905, the brand was exported, for example with a factory in France, in Clichy, very close to Paris.

Today, men wear beards a lot more and shave less (on average twice a week). What pushed Gillette to diversify its offering. “Before, men often only had the razor in the bathroom drawer. Today, there are all kinds of male beauty products,” explains Christine Cabon, communications manager at Gillette.

A pioneer in sports sponsorship

Gillette is one of the first brands to support major sporting events, from the beginning of the 20th century. “A good way to talk to men for King Camp Gillette”, explains Christine Cabon.

And this continues today, notably with the Paris 2024 Games. Gillette is a partner with several of the brand’s leading athletes.

When will the end of disposable razors?

On ecological issues, Gillette ensures that it uses more and more recycled plastic and recycled cardboard packaging packages. Finally, regarding disposable razors, Gillette continues to market them. “22% of French people still consume disposables”, explains Christine Cabon. Who, however, wishes to qualify: “These are not single-use razors, because we each use them around ten times on average.”