Company: The Procter & Gamble Company
Brand Value: $14,113 Million
Year on Year Change: -1%
Category: Personal Care
Year Formed: 1901
Gillette is one of the United States’ best-known safety-razor brands. Owned by P&G, the brand has long positioned itself as providing products that give men the confidence to be their best. Gillette marketing strives to make its customers feel sophisticated and successful, and more recently has focused on the uniqueness of individuals. As a premium brand, Gillette’s sales have stalled as lower-cost subscription services have taken market share. In response, the brand has permanently lowered prices and invested in its own Gillette On Demand service, which, among other features, allows customers to order new blades by text.