Daily Insights

The Most Sustainable Trend

By: Alizah Asif Farooqi | Feb 15, 2021

Gillette scrubs up its brand with a sustainable new collection of razors and skincare.

The P&G-owned brand’s new products are made of recycled paper, recycled plastic, and infinitely recyclable aluminium. The new line, labelled “Planet Kind“, also sees Gillette partner with Plastic Bank, which, for every Planet Kind product purchased will prevent ten plastic bottles from entering the ocean. Consumers can swap out standard products for clean razors, razor blades, face wash, and face cream by Planet Kind at Target, Target.com, and planetkindbygillette.com.

Despite being ousted from the top spot in Gartner’s Digital IQ Index: Personal Care, Gillette still shines as both a social media and a social responsibility leader. The brand features corporate social responsibility content across organic and paid channels, achieving the Index’s highest share of voice in Facebook paid impressions in particular. Gillette’s DTC site also showcases robust product detail pages (PDPs) with subscription offerings, ratings and reviews with filtering options and extensive editorial content that links to related PDPs, helping move consumers down the funnel. All this propels the brand’s new mission of making it easier for consumers to incorporate eco-friendly choices into their daily routines.

Keeping the environment at the forefront of your brand is key for today’s evolving consumer. In fact, 90% of Gen Z consumers believe companies must act to help social and environmental issues and 75% will even do research to see if a company is being honest when it takes a stand on issues. That said, it should be noted that Planet Kind’s new Instagram page features several Highlights laying out the actionable steps it is taking to do this. The new products are in good company as several startups, like Billie and Flamingo, aim to disrupt the personal care industry with socially responsible missions of their own.