Gillette brand profile U.S. 2023

How high is the brand awareness of Gillette in the United States?
When it comes to shaver & razor users, brand awareness of Gillette is at 91percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Gillette in the United States?
In total, 54 percent of U.S. shaver & razor users say they like Gillette.

What is the usage share of Gillette in the United States?
All in all, 49 percent of shaver & razor users in the United States use Gillette.

How loyal are the users of Gillette?
Around 43 percent of shaver & razor users in the United States say they are likely to use Gillette again.

What's the buzz around Gillette in the United States?
In September 2023, about 36 percent of U.S. shaver & razor users had heard about Gillette in the media, on social media, or in advertising over the past three months.

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Gillette brand awareness, usage, popularity, loyalty, and buzz among shaver & razor users in the United States in 2023

Characteristic	Share of respondents
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Number of respondents

1,158 respondents

Age group

18-64 years

Special properties

respondents who have used shavers & razors

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to shavers & razors, which of the following brands do you like?
Brand usage: When it comes to shavers & razors, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to shavers & razors, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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