King C. Gillette is here, and it’s about time
June 8, 2021

Revolutionizing the male grooming experience is not a claim many brands can make. But then again Gillette is not your regular brand.

King C. Gillette announced its official launch in the GCC region through a broadcast on the world’s tallest building, Dubai’s Burj Khalifa. King C. Gillette brings a new range – categorised into shave, trim and care – that enables men to own their beards and master their facial hair care regimen, no matter what their facial hair style.

Inspired by over 115 years of innovation and grooming experience and bearing the name of the founder of fine grooming, King Camp Gillette, the brand brings a century’s worth of expertise to life, with a complete collection of tools and facial hair care products that include beard oil, soft beard balm, beard and face wash, transparent shave gel, neck razor, double edge safety razor, shave and edging razor and a beard trimmer.

Tarek Abdelaziz, Senior Director and Commercial Leader Middle East and Africa for Male Grooming at Procter and Gamble mentioned how “Men don’t look the same as 10 years ago, facial hair styles are evolving trends and we are seeing growth in the beard grooming sector. In fact, our market research revealed that in the UAE for instance, facial hair has moved beyond niche to a mainstream aspiration of masculinity with 66 percent of Arabic men and 55 percent of Asian men growing and grooming their facial hair.”

The beard and skin care products are created with natural ingredients such as avocado and argan oil, cocoa butter and white tea extract and more. The products also feature the King C. Gillette signature scent that has been developed by in-house perfume specialists in close collaboration with an international fragrance house and trend experts. The signature scent was designed to evoke the brand’s narrative of history and heritage combined with modern masculinity, with top notes of cardamom and ginger, heart notes of lavender and bourbon oil, and base notes including patchouli and sandalwood.

King C. Gillette is now available at leading supermarkets and ecommerce platforms in Saudi Arabia, Oman, Qatar and UAE.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2020 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2018, CES 2017, 2016 and 2015. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering. Reach him at: editor@t3me.com.
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