Why men skip shaving

Gillette

• A deep understanding of male grooming behaviour
• New products and services

Gillette knew from their quantitative market research that, of all aspects of the morning bathroom routine, the one thing that men are most likely to skip is shaving. What they didn’t really know is, why?

They asked me to carry out ethnographic design research into the phenomenon, to show all the components of that behaviour and to develop ways in which Gillette could respond. I watched and interviewed a number of men of all ages as they shaved. The results showed that some men, even though they skipped shaving their entire face, would still make sure they looked like they had made an effort. Others wanted ways to shape their facial hair in complex patterns and swirls. Younger and older men wanted ways to deal with their particular needs.

The understanding I created for Gillette has been used in the development of subsequent products, services and communications.