This week, Gillette formally unveiled five new products in its extensive razor lineup at an event designed to showcase the biggest facial hairstyle and grooming trends of 2018, alongside the tools needed to achieve the looks.

Gillette brought together five pairs of identical twins to model the top grooming trends for 2018 – illustrating that even when men are identical down to the genetic level, they still have different grooming needs.

Gillette enlisted This is Us star, Justin Hartley, along with stylist Adam Gallagher, and identical twins New England Patriots players Devin McCourty, Jason McCourty, Jacob Hollister and Cody Hollister to bring to life its POV that “One Size” does not actually fit all – even when you’re genetically identical. This “One Size Does Not Fit Every Man” POV is true for everything from pants to razors.

The grooming looks featured and showcased throughout the event – and the tools you can consider in achieving them – are included in this Gillette Look Book.

Five pairs of identical twins modeled the featured facial hair styles. Notable men’s style influencer Adam Gallagher accounted for each man’s work and lifestyle, skin concerns, preferred look and budget when styling them – because even when men are identical down to the genetic level, they still have different grooming needs. Gallagher was joined by Hartley, who also has some experience with the differences between “multiples,” thanks to his award-winning work as Kevin Pearson on This Is Us.

Gillette, guest host Justin Hartley and men’s style influencer Adam Gallagher share the top grooming trends of 2018.

“I’ve turned my passion for individuality and style into my profession, helping men find their unique look that sets them apart from the crowd,” said Gallagher. “Gillette has the full lineup of tools guys need to achieve their look in any setting and at any budget. No other brand offers that versatility.”

“The bond I share with my brother is powerful, and we’re similar in so many ways,” said Devin McCourty, Defensive Back with the New England Patriots.

“But we also value the differences, like fashion and grooming style, that make us individuals,” said identical twin brother and fellow Patriots player Jason McCourty. “We’re excited to work with a brand that understands the importance of celebrating all men’s uniqueness, and offers products as varied as we are.”

These unique attributes – from skin and hair type to budget, lifestyle to look – all factor into how a guy selects a razor. This also reaffirms the need for product options as diverse as men themselves, backed by a survey of 884 U.S. men*. This 2018 survey found that nearly two-thirds of American men believe it’s important for razor brands to offer more than one blade option.

Gillettes five newly innovated razors recognize mens unique differences and offer even easier access to a more comfortable shave at a more comfortable price.

“The R&D teams at Gillette have spent decades studying both the similarities and unique differences between men, including virtually every factor that impacts their grooming choices,” said Kristina Vanoosthuyze, Senior Manager, Gillette Scientific Communications. “Through our years of research, we know that no two men are the same. There is often more than meets the eye, and similarities we may see on the surface are often more distinct from each other or can be undone completely by differences in life experiences and personality. Knowing this enables Gillette to design smarter, better products that bring variety to the market and meet real needs.”

With this knowledge at the core and a commitment to innovate with purpose, Gillette set out to deliver a more comfortable shave at a more comfortable price, introducing five new, innovative and upgraded products in 2018 that provide all men with more options to serve their unique preferences.

Many men love disposables for their portability and convenience, making good style easy in any setting. In fact, 40 million U.S. men prefer disposable razors to refillable models. The NEW Sensor3 Cool gives these guys a new option to choose from by bringing Gillette’s proprietary Cooling technology – previously only available on the top-of-the-line Fusion5 ProShield Chill – to a disposable. Offered at $4.99 for a pack of three; $5.99 for a pack of 5.

Through research there is a large number of men who are looking for high-quality refillable razors below $10, and 72% of men say the price of a razor is extremely or somewhat important to them when making purchase decisions. Gillette3 and Gillette5– both starting at just $7.99 – answer that need. Both razors come with Gillette’s NEW Aqua Grip handle for total control in wet environments like the shower.

For those guys who value a comfortable shave (rated in a recent Gillette study as the most important factor for men when selecting and purchasing a razor), the Gillette MACH3 and the Fusion5 have both been upgraded with finer, thinner blades† with Gillette’s most advanced low-resistance coating for less cutting force and a more comfortable shave. Offered at $9.99 and $14.99 per pack of four cartridges.

These five razors join an already expansive product range featuring some of the most advanced shaving technology in the world – including Gillette Fusion5 ProShield, which protects skin with lubrication before and after the blades, and the Gillette FlexBall pivoting head, which allows blades to follow the contours of a man’s face as he shaves for virtually no missed hairs.

With the help of Devin McCourty and Jason McCourty, Gillette shares the top grooming trends of 2018 with a declaration that “one size” does not fit every man when it comes to razors.

“Gillette knows that all men are unique. Each one has a very specific look, style, preference or budget and that’s something to be celebrated and recognized,” said Pankaj Bhalla, Director, Gillette & Venus North America. “It’s our mission to design, build and offer every man options when it comes to his grooming choices, allowing him to prioritize the features he values most, be it convenience, experience, comfort, closeness, price or otherwise. Gillette’s range of products means we have a razor for every guy, and variety that’s not offered by any other company or brand – and that’s something we’re proud of.”

With the help of Jacob Hollister and Cody Hollister, Gillette shares the top grooming trends of 2018.

Gillette’s latest release includes five newly innovated products:

• NEW FEATURES – Sensor3 Cool
  • Gillette’s first disposable razor to deliver a refreshing, cooling sensation during the shave.
  • $4.99 for 3 disposable razors; $5.99 for 5 disposable razors.
• NEW – Gillette3
  • A new 3-bladed razor – featuring the NEW Aqua Grip handle – using Gillette’s legacy blade technology for a really comfortable, reliably smooth shave.
  • $7.99 for a razor and 2 cartridges; $7.99 for four replacement cartridges.
• UPGRADED – Gillette MACH3
  • The upgraded MACH3 features stronger-than-steel, Low Cutting Force blades that last for 15 comfortable shaves.
  • MACH3 razors will continue to start at $5.99 for a razor and one cartridge.
• NEW – Gillette5
  • A new 5-bladed razor – featuring the NEW Aqua Grip handle – using Gillette’s legacy blade technology for a really comfortable, reliably smooth shave.
  • $7.99 for a razor and 2 cartridges; $9.99 for four replacement cartridges.
• UPGRADED – Fusion5
  • Now features five Low Cutting Force, anti-friction blades for a shave you barely feel.
  • Pricing starts at $6.99 for a razor and one cartridge.