Gillette – Clear Gel Protection

For the Clear Gel Protection, Gillette needed to communicate the "Better protection" promise in the Personal Care category in a way shoppers could actually see not just read on a label. Standard claim copy and ingredient lists rarely move consumers in the few seconds they spend at shelf or in a consultation, especially when competing products list almost identical benefits.

The brief for the Clear Gel Protection was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand and on message for Gillette.

USP Demo Solutions designed the Clear Gel Protection for Gillette around the Protection Proof Test method, the same proof logic our team uses across global personal care programmes. The tool reduces the Better protection story to a single visible reaction the consumer can trigger themselves, which gives the conversation a clear before/after moment instead of a one-way pitch.

Gillette Clear Gel, part of Procter & Gamble’s lineup in Mexico, sought a dynamic in-store solution to illustrate how their gel sticks protect more effectively than liquid antiperspirants. Specifically, the brand wanted to spotlight instantaneous protection-showing that Gillette...

It was built to substantiate claim areas such as damage protection, freshness, all from the same physical interaction with the Clear Gel Protection, so a single asset can carry several conversations across the Gillette range.

The result for Gillette is a tool to highlight the instantaneous protection delivered through the Clear Gel Protection, something the consumer experiences first-hand rather than something they have to take on trust.

By replacing abstract product copy with a hands-on Protection Proof Test moment, the Clear Gel Protection gives Gillette's personal care range a credible, science-backed conversation starter that moves the message from a label promise into a personal experience the shopper can repeat for a friend.

In the field, Gillette runs the Clear Gel Protection primarily for retail activation, delivered in diagnostic tool, physical demo so the same proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its core Protection Proof Test logic.

Want a similar Protection Proof Test for your own brand? USP Demo Solutions has shipped repeatable, on-claim demo tools like the Clear Gel Protection for Gillette and dozens of other personal care programmes worldwide engineered to be run by retail staff, pharmacists or beauty advisors with zero lab equipment.