Gillette is collaborating with Operation Homefront for its Every Hero Sweats push, which is focused on service members and their families.
Gillette Deodorant, in collaboration with Operation Homefront, has launched a campaign titled Every Hero Sweats, Some Never Show It. Its main objective is to highlight the lesser known challenges service members face when re-entering the private sector after retiring or separating from the military.
The push celebrates those who go through that stress while balancing the demands of family life and work. The marque has a longstanding partnership with the organisation whose mission is to build strong and stable military families and help them thrive in the communities it works hard to preserve.
Operation Homefront provides critical financial assistance, transitional and permanent housing, and support services to prevent short-term needs from turning into chronic struggles. In line with the alliance, Gillette will tie up with select United States retailers to donate $2.5 million to families in need.
Featuring an in-store promotion of P&G Personal Care products, the Gillette Hydra Gel Antiperspirant remains a main focus of the campaign. Designed to provide 48 hours of sweat protection, the offering contains remedial ingredients such as aloe and eucalyptus that work to keep the skin hydrated.
Through the above influencer platform, the personal care giant aspires to spark online conversations with the sharing of real-life stories from service members and their loved ones on social media about their personal experiences. From the physical to the moral, it aims to afford guidance and support.
“Celebrating service members willing to fight for the freedoms afforded by our nation is an honour for all of us at Gillette Deodorant. This is the inspiration behind our campaign derived from a relationship of over a hundred years,” said Sara Saunders, Associate Brand Director of P&G Personal Care.
Gillette is a two-time global winner of the World Branding Awards in the Men’s Grooming – Shavers category, having won the title in 2014 and 2018 respectively.