In September 2024 Gillette and Venus razors went into Dig In Freshers welcome boxes, so students had a razor from their first days at university. Students who received one then answered a survey. 87.4% of those who tried Gillette were likely to buy it (Gillette Freshers 2024 survey, n=1,703). For Venus, 90.2% were likely to buy it (Venus Freshers 2024 survey, n=3,530). Both are purchase intent, measured in the weeks after arrival, when students start buying their own toiletries.
The brief
Procter & Gamble wanted Gillette and Venus in students’ hands at the point they start buying their own razors, before they settle on a brand. A razor is easy to forget in a move, so the first days at university are when a student is most likely to need one.
What we did
We put Gillette and Venus razors into the Freshers 2024 welcome box, handed to students through their halls and campuses as they arrived. Each brand ran its own survey for students who received a razor, asking whether they were likely to buy it after trying it.
The result
87.4%
likely to buy Gillette after trying the sample, n=1,703, Freshers 2024
90.2%
likely to buy Venus after trying the sample, n=3,530, Freshers 2024
Both results are purchase intent. They are not brand recall and not sales.
What it means for brands like yours
Everyday essentials that students forget to pack are used within days of arrival. That makes the first week a strong moment for any personal care brand that wants to be the first one a student buys again. Running a separate survey for each brand also gave P&G a clean read on both products from one placement.
Questions
Did Gillette sample razors to UK students?
Yes. Gillette and Venus razors went into Dig In’s Freshers 2024 welcome boxes, handed to students as they arrived at university.
What did students think of the Gillette and Venus razors?
87.4% of students who tried Gillette were likely to buy it (n=1,703), and 90.2% of those who tried Venus were likely to buy it (n=3,530). Both figures are from Freshers 2024 surveys.
Is 87.4% a brand recall figure?
No. 87.4% is purchase intent: the share of surveyed students likely to buy Gillette after trying it. Dig In does not report it as recall.