Gillette Newsroom

Gillette Deodorant Spotlights Military Heroes in New Campaign ‘Every Hero Sweats, Some Never Show It’

Company pledges to commit up to $2.5 million in product donations* to Operation Homefront for service members and their families

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Thursday, February 28, 2019 9:41 am EST

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CINCINNATI

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NYSE:
PG
"The campaign shows the duality that many service members experience—balancing commitments between work and family. It also shows the struggle many face when they have to re-enter civilian life and find a job."

CINCINNATI--(BUSINESS WIRE)--Gillette Deodorant, in partnership with Operation Homefront, today launches the campaign titled ‘Every Hero Sweats, Some Never Show It,’ to showcase the lesser known challenges service members face when retiring or separating from the military and re-entering the private sector. Gillette Deodorant celebrates the everyday heroes that go through that stress, all while balancing the everyday demands of their job, family life, and any number of challenges they face.

“Supporting and celebrating service members who are willing to fight for the freedoms afforded by our nation is an honor for all of us at Gillette Deodorant, and the inspiration behind our newest campaign derived on a relationship of over 100 years,” said Sara Saunders, Associate Brand Director, P&G Personal Care. “The campaign shows the duality that many service members experience—balancing commitments between work and family. It also shows the struggle many face when they have to re-enter civilian life and find a job.”

Support our American Service Member Heroes

P&G and Gillette have a long-standing partnership with Operation Homefront, whose mission is to build strong, stable, and secure military families so they can thrive in the communities they have worked so hard to protect. Operation Homefront provides critical financial assistance, transitional and permanent housing and family support services to prevent short-term needs from turning into chronic, long-term struggles.

As part of its partnership with Operation Homefront, Gillette Deodorant will be partnering with select retailers across the country to donate an estimated $2.5 million worth of product* to military families in need. The donation includes an in-store promotion of P&G Personal Care products, such as new Gillette Hydra Gel Antiperspirant that provides 48-hour sweat protection with ingredients like aloe and eucalyptus that hydrate skin.

The campaign also aims to spark online conversations through its influencer campaign, ‘Every Hero Sweats,’ as Gillette Deodorant partners with service members and their families to share real-life stories on social media platforms about their own experiences. From the physical to the moral, they will provide guidance and share how in life you’re going to sweat, but it doesn’t have to show.

Visit https://gillette.com/en-us/militarydonation to learn more about the campaign and watch Gillette’s new video ‘Every Hero Sweats, Some Never Show It.’

P&G is proud to be a major employer of U.S. Armed Services veterans. The Company has a long history of employing veterans across its entire business and operations. Veterans bring leadership, discipline, perseverance, and teamwork skills that can enhance P&G work systems and culture, creating competitive advantages that can lead to better business results. P&G encourages any veteran currently seeking a job to visit their career website: https://www.pgcareers.com/veterans-us

*The estimate is based on average non-promoted retail price if the estimated 500,000 units are donated.

About Gillette

For more than 115 years, Gillette has delivered precision technology and unrivalled product performance – improving the lives of over 800 million consumers around the world. From shaving and body grooming, to skin care and sweat protection, Gillette offers a wide variety of products including razors, shave gel (gels, foams and creams), skin care, after shaves, antiperspirants, deodorants and body wash. For more information and the latest news on Gillette, visit www.gillette.com. To see our full selection of products, visit www.gillette.com. Follow Gillette on Twitter, Facebook and Instagram.

About Operation Homefront

Founded in 2002, Operation Homefront is a national nonprofit organization whose mission is to build strong, stable, and secure military families so that they can thrive – not simply struggle to get by – in the communities they have worked so hard to protect. Recognized for superior performance by leading independent charity oversight groups, 92 percent of Operation Homefront expenditures go directly to programs that support tens of thousands of military families each year. Operation Homefront provides critical financial assistance, transitional and permanent housing and family support services to prevent short-term needs from turning into chronic, long-term struggles. Thanks to the generosity of our donors and the support from thousands of volunteers, Operation Homefront proudly serves America’s military families. For more information, visit OperationHomefront.org.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.

Contact:

Kimberly Stohl, (212) 613-4907
kimberly.stohl@citizenrelations.com

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Gillette Deodorant Spotlights Military Heroes in New Campaign 'Every Hero Sweats, Some Never Show It'
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Gillette Deodorant Spotlights Military Heroes in New Campaign 'Every Hero Sweats, Some Never Show It'
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