Gillette, now a division of Procter & Gamble, has developed its own iPhone application called “uArt.” This app enables consumers to upload a picture of themselves and then use the Gillette Fusion razor (your finger that shows up as a Fusion razor on the iPhone screen) to virtually shave and then create many facial hairstyles and see the results of the various looks on the iPhone screen. Gillette believes that reaching customers and potential customers via an entertaining but potentially useful iPhone app is not just a cute app that its customers “will get a kick out of,” but has become a necessary part of its promotional mix to stay connected with its customer base, especially its younger customers. Do you agree with Gillette’s position? Why or why not? How might Gillette’s iPhone app promotional strategy affect retailers selling Gillette products?
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