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Marketing in Brief: Gillette

This article was originally published in The Rose Sheet

Executive Summary

Gillette: Right Guard Sport and Gillette Series Clear Stick antiperspirants/deodorants "provid[e] maximum effectiveness without messy white residue" through Gillette's Clear Stick technology, Gillette said. The Clear Sticks, which are a follow-up to the 1992 introduction of Clear Gel, target consumers who prefer a stick antiperspirant/deodorant over a gel formula. The two Clear Stick products are dispensed with a "powerball" delivery mechanism, replacing the traditional dial knob, the company added. On-counter in November, the 2 oz. antiperspirant/deodorant will sell at a suggested retail price of $2.50 each...
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