Gillette has just launched its biggest effort to date in the male groin grooming space. More than one-third of U.S. men have used the same tool to shave their face and pubic area, even though 82% of the same guys call that “gross.” Now the leading men’s grooming brand is introducing Gillette Intimate—a regimen of grooming tools and skincare products specifically designed with pubes in mind. It’s gentle, easy, and only for groins.

Consumer research suggests men are most likely to use at-home products for their intimate grooming needs and that they are looking for products that help streamline their grooming routine, which is why the product line features two grooming tools and two skincare products, for an easy, gentle shave from start to finish.

The line-up, available exclusively at Walmart, features:

The Gillette Intimate Pubic Hair Trimmer ($59.94) protects against snags, cuts and irritation with a SkinFirst cutting system.

• Around two-thirds of men removing hair in the groin area use a trimmer.
  Many have relied on beard or hair trimmers that don’t have the safety elements guys want and deserve down there.

The Gillette Intimate Pubic Hair Razor ($19.97) features five anti-friction blades for a close and comfortable shave. The anti-slip handle is built for shaving in the shower, and includes a Flexball for better maneuverability, flexibility and adaptation to contours.

• Almost half of men removing hair in the pubic area use a razor as part of their regimen.

Gillette Intimate Pubic Shave Cream + Cleanser ($7.97) is a 2-in-1 system that works to cleanse, hydrate and protect sensitive pubic skin prior to and during the shave.

• It has a lower water content and higher lubrication than typical shave gels and foams, making this great for sensitive pubic skin.