How P&G UK Innovation Is Transforming Men’s Grooming with Gillette Labs Body & Intimate

At P&G, innovation starts with understanding people’s everyday needs. By listening closely to consumers and using deep insight-led research, P&G develops products designed to make life a little better and easier, in small but meaningful ways. One of the latest examples of this consumer-first approach is Gillette Labs Body & Intimate – a new range designed specifically for below-the-neck grooming and intimate shaving.

As grooming habits evolve, P&G innovation teams are responding with products that combine safety, comfort, and superior performance. We spoke with Liam Sargeant, Senior Communications Manager for Gillette, about the thinking behind the launch and how consumer insight shaped the development of Gillette Labs Body & Intimate.

What Is Gillette Labs Body & Intimate?

Gillette Labs Body & Intimate is Gillette’s dedicated body grooming range, developed specifically for men’s body shaving and intimate grooming needs. The range includes:

• A razor designed for wet body shaving
• Waterproof electric trimmers suitable for wet or dry use
• A 2-in-1 shaving cream and cleanser

According to Liam, “Gillette Labs Body & Intimate takes Gillette’s decades of experience in men’s grooming and introduces a range of products specifically designed for below-the-neck shaving and trimming. It’s designed with safety at its core and is Gillette Labs’ safest body shave, giving guys the confidence to shave however they choose.”

The Consumer Insights Driving P&G Innovation

At the heart of P&G product innovation is consumer understanding. Research conducted by Gillette identified some changes in men’s grooming behaviours:

• Seven in ten men currently use the same tool for both facial and body grooming
• 60% of men under 35 now remove body hair
• 50% of men experience their first shave on the body rather than the face

These insights revealed a clear need for products specifically designed for body grooming and intimate care. Traditional razors and trimmers were often not optimised for sensitive areas or body contours, leading to discomfort and poor shaving experiences.

Liam explained: “For many guys, body grooming – particularly your intimate areas – can feel daunting and even uncomfortable. Yet research shows it’s more common than ever. We saw an opportunity to meet men’s needs better with innovation specifically designed for the task at hand.

Why Safety in Intimate Grooming Matters

One of the most important findings from Gillette’s research was the need for safer grooming solutions. Research showed that one in three men reported hurting themselves while shaving intimate areas. This insight became a major focus during product development.

Gillette Labs Body & Intimate razor was engineered with multiple protective features, including:

• An anti-irritation bar
• An anti-ingrown bar
• A long-lasting lubrication strip
• A handle designed to navigate body contours more effectively

These features work together to create Gillette Labs’ safest body shave experience while helping men achieve smooth, comfortable results.

How P&G UK Teams Brought the Innovation to Market

The launch of Gillette Labs Body & Intimate demonstrates how collaboration powers innovation at P&G UK. The product officially launched in March and became available exclusively through Boots UK stores, Boots online, and Gillette UK).

Liam highlighted the extensive cross-functional collaboration involved in bringing the innovation to life: “Getting an innovation like this to market is such a team effort.”

Teams across Research & Development, Analytics & Insights, Sales, Marketing and Media all contributed to the launch strategy. The process began years earlier at the P&G Reading Innovation Centre, where researchers and engineers continuously observe shaving behaviours and identify opportunities for product improvement.

Insights gathered by analytics and consumer research teams then inform product design decisions, ensuring the final range addressed real grooming frustrations and unmet needs.

Innovation Backed by Retail and Media Partnerships

P&G and Gillette also partnered closely with Boots retail media teams to create an unmissable and integrated product launch campaign across digital and in-store channels.

The launch also continues Gillette’s strong heritage within football culture in an authentic and relevant way, with additional campaign activity planned for summer 2026 – watch this space!

How Consumer-Led Innovation Shapes the Future at P&G

Gillette Labs Body & Intimate reflects how P&G UK innovation combines consumer insight, scientific research, product engineering, and collaborative teamwork to create superior everyday experiences.

From identifying changing grooming habits to designing safer shaving technology and delivering impactful retail campaigns, the launch showcases how innovation at P&G is driven by understanding real consumer needs.