Gillette has positioned itself as the world leader in men's grooming for the last one hundred years, defining what is means to be a man. For the brand to keep it's relevance with Gen Z and Millennial audiences, Gillette innovated three new lines of products: GilletteLabs,

King. C. Gillette, and Gillette Intimate. Each of these brands have unique design languages, product benefits, and target demographics that were taken into consideration within their social campaigns.