Gillette's goal was to create an e-commerce website. They wanted it to intuitively let consumers understand the right combination of products for them, drive trade up behind mileage claims, and drive basket size behind inter-size discount rationale.
Dollar Shave Club had become a serious competitor online, and Gillette wanted the site to indicate their superior quality to justify their higher price point. Though prices would be indicated, it was done in a more subtle way.
Though all the razors had been rendered in the past, we photographed them all for the site, paying special attention to our three main heroes by shooting them wet as well, using beautiful artistic angles and lighting. The interface enabled the user to turn the razors. Additionally, we grouped the razors with their recommended replacement cartridges and shave care, and made it easy to see quantity discounts.