Gillette has announced a new partnership with the leading online destination for men’s contemporary fashion and streetwear, HYPEBEAST, which features the creation of a limited-edition razor built from Gillette’s ProGlide technology.
Available to purchase exclusively in-store at select Boots stores as well as on the HBX, HYPEBEAST’s retail destination, from 2 August 2021. The GILLETTE HYPEBEAST LIMITED EDITION RAZOR will be HYPEBEAST’s first men’s grooming product and will retail at £30. With a sleek all-black design, the matte black razor handle has a discreet HYPEBEAST logo, and a magnetic razor stand so you can dress up your bathroom sink. The five anti-friction blades deliver Gillette’s ultimate shave, for lasting closeness.
Ciara Mcevoy, Gillette & Venus senior brand manager for UK & Ireland, commented: “Partnering with HYPEBEAST on their first men’s grooming product is an exciting milestone for us. The collaboration has allowed us to align both brands’ core beliefs around giving men the confidence to put their best face forward and to be the best versions of themselves. The collaboration showcases Gillette’s passion for high quality innovation and shaving technology, and aligns with HYPEBEAST’s desire to provide men with confidence and the best performing products.”
“Gillette’s message of self-confidence and empowerment connects with how we see ourselves as a brand. The HYPEBEAST community has been built from those who are willing to push boundaries and step out of their comfort zones. Alongside the brand messaging, grooming in general has become ever-present in the lives of our Gen Z/Millennial audience, therefore we have been building our Grooming editorial vertical over the past year. The content we create consists of the most innovative and cutting-edge products in the space, and as one of the world’s most recognised grooming brands, Gillette sits comfortably within this category. Our collaboration with Gillette is the first of a number of activations and collaborations in the UK, and as part of a wider strategy to grow our brand and connect with wider and more diverse individuals,” said Paul Le Fevre, VP brand partnerships EMEA.
Gillette not only represents the best personal care products for men, but also resonates with HYPEBEAST to celebrate a tasteful lifestyle through comfortable and sleek day-to-day accessories. Gillette ambassadors Raheem Sterling and Ian Wright have already created lifestyle content with HYPEBEAST in 2021, in which each man detailed their lifestyle and grooming routines.