Gillette - Revolutionize the deodorant world 比賽結束

Develop a revolutionary deodorant for men with Gillette!

開始 2016年11月04日 結束 2016年11月21日 23:59 UTC 審議 結果 2017年1月
2016年11月21日 23:59 UTC


Of course, you are familiar with Gillette shaving solutions: precisely engineered, surprisingly comfortable and scientifically proven performance. Did you know that Gillette has also a range of deodorants/antiperspirants? Well, Gillette wants to be equally famous for this!

Every man sweats, of course, but every man wants to smell nice, feel clean and fresh at all times. Even though deodorants are important in most men´s life, the perfect deodorant does not exist. Currently deodorants adapt to men´s daily life but it is often hard to choose from the wide range available and the opportunity to invent the best ever deodorant remains.

Gillette offers deodorant products in spray, solid or gel sticks and roll on. You are certainly well aware about the spray and roll on technologies. The newer Gillette “Clear gel” stick brought the deodorant world a next level of precision and comfort. It has a technology with a unique transparent gel that precisely moisturizes and protects dry skin for a long time. To apply, you need to push the right amount of product to the top and rub the beads into the skin.

You can better understand how to use the product here, here and here.


Can you help Gillette revolutionize deodorant world?  


Invent a revolutionary deodorant for Gillette.

Nowadays, deodorants in the market have many different benefits beyond odor and sweat control: no stains, performance in movement, water resistant, long-lasting, clinical protection, antibacterial and moisturizing for sensitive skin… We want you to think about these benefits. What are you not happy with? What could you build upon or which problems are not solved? Help us develop the perfect deodorant for men!

Your idea should appeal to men who are more than 25 years old. They are going through an important life-stage changes to begin their adulthood journey. Most of them know or are already using Gillette’s shaving products which are engineered to give them a comfortably smooth shaving experience every day.

We want your idea to leverage Gillette’s brand heritage:  “surprisingly comfortable, precisely engineered” and “scientifically proven performance”. How do you bring it to a deodorant? How does this heritage make an awesome deodorant that will shake the deodorant world?

You can choose one of the two routes to solve this challenge:

  1. Invent an idea building on one of the existing Gillette technologies (Spray, Solid or Gel sticks and roll ons). What significant improvements can you propose to make your idea really revolutionary?
  1. Invent a totally new idea based on a new technology. You can change any aspect of the product, including technology, form, packaging, material, texture etc…you can add new functionalities or even change the grooming ritual.

Please make sure that this product doesn’t exist anywhere.

Use visuals and texts to explain your idea and please answer these three questions to help us better understand:

  1. What is your new idea about?
  2. What benefit does your idea bring to men and what frustrations does it solve?
  3. How does your idea reflect all or some of Gillette’s brand heritage: “surprisingly comfortable, precisely engineered” and “scientifically proven performance”?

Your idea can be presented in 2D, 3D or sketches to illustrate well what it is about.



An example of a good entry for route 1 could be a Gel Stick with a sensor to push the right amount of product and with a cooling ventilator on the deck that helps to dry the Gel immediately after applied. It is a major improvement because it avoids wasting product and reduces the time for the product to dry. It is called "Exact and Express Gel Stick".

Another example could be a spray with a smaller, more focused range. To apply, you just need to spray it on the skin. If you spray it for 3 seconds, it will work for 24 hrs without any obvious fragrance. If you spray it for more than 6 seconds, it will work for 48 hrs with a nice refreshing fragrance.

One example of a good entry for route 2 would be a small and light “laser” that eliminates all odor particles precisely. It is packed into an ergonomic and easy to carry packaging and the warmth of the light can be personalized according to individual preferences. The sensation when applying is comfortable. It is called “Precise light”.

An example of a bad entry would be a deodorant with just a special scent, or that lasts longer. We’re looking for a bigger idea and something new to the category.



  • #1 獎金 € 4,000
  • #2 獎金 € 1,500
  • #3 獎金 € 500


PDF with visuals and texts (4 pages max)


The winning ideas need to be groundbreaking to revolutionize the deodorant/antiperspirant industry. It also needs to leverage Gillette’s brand heritage to attract men who are using or who know about Gillette’s shaving product. People who discover this product should be amazed by its novelty.



  • Please make sure your idea doesn’t exist in any market. Entries about existing product will be automatically rejected.
  • Answer the three questions in a separate page.
  • If you have many visuals, make sure to put the most important one(s) in the first page and add a short description.
  • Gillette’s deodorant costs 4-7$. Your idea should be around the same price.
  • Entries should be in 英文、葡萄牙文或者西班牙文
  • 授權和許可使用受保護的內容(包括音樂,照片...)必須包括至少:(一)納入該衍生或基於這些元素的新作品受保護的內容的權利;(二)使用權出於商業目的和(三)在互聯網上使用權。你必須能夠在任何時間提供這些授權和許可的書面證明。


  • 不要在作品中展現任何個人細節(姓名、聯系電話、郵件地址等等)
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  • 你提交的作品必須是你自己的創作,才具有參賽資格。
  • 你必須取得所有參與媒體創作的作者與演員,每個人的書面許可。
  • 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容),請在你的媒體描述說明中註明,不管你所使用到的音樂和/或圖片是否為自己創作,請提供授權連結證明你有這些內容的使用權利。
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