This project was about creating a greater awareness of Gillette's male products within the supermarket environment. The solution was to simplify the shaving process down into three stages "PRIME", "SHAVE" and "FINISH". In doing so it brought the pre-shave and the post-shave products to the fore, in a similar way to a drive-in car wash menu. For the average male, particularly in Northern Europe, introducing the idea of new stages to the shaving process, other than just shaving foam and after-shave, was an area of potential sales expansion for Gillette.