Male grooming market leader Gillette held an influencer dinner at King’s Road Townhouse, Manchester, for the launch of its new Heated Razor, and chose Made Up to provide production.
The new Heated Razor from the GilletteLabs innovation sub-brand is priced at £200, in stark contrast to Gillette’s Mach 3 razor on sale for £5. To ensure Gillette’s smooth transition into the premium arena it was vital the branding we created, and the environment we supplied, matched the Heated Razor’s own impeccable production values.
Our workshop created a display stand which echoed the distinctive round ‘bezel’ design on the razor’s head, featuring an illuminated treatment of its balmy orange colour.
Other design features included an authentic ‘barber’s pole’ selected for its superlative design and engineering, plus a dividing wall enclosing the event that evoked an oriental-style spa. These showcased the razor amongst visual tropes familiar to prestige grooming, taking an everyday item that was once considered ‘disposable’ into the luxury milieu.
The setting also featured slick illuminated branding and LED screens. Made Up worked directly alongside The Hut Group on this project.
Prop and furniture sourcing