ECM Media × GilletteLabs Body

The problem

Men's grooming
is hidden.

Getting a new razor into the hands of young male body groomers is harder than it looks. Retail aisles are noisy. Digital ads are ignored. And most sampling programs deliver samples but no data — leaving brands with nothing to retarget and nothing to prove the lift.

10K

Digital fatigue

The average consumer sees over 10,000 ads per day — and ignores almost all of them. Impressions are cheap. Attention is not.

30K+

Retail clutter

A typical supermarket carries 30,000+ SKUs. Winning shelf isn't enough — you have to get the bar into the cart before the customer even walks in.

80%

Data gaps

Over 80% of traditional sampling campaigns fail to collect any first-party data. No emails, no retargeting, no follow-up, no lasting value.

The solution

Product in hand
for less than a click.

Placement is a turn-key platform that drives hyper-targeted product sampling and sales through a nationwide network of automated kiosks in high-affinity residential complexes. We connect your brand to high-intent consumers the moment they walk into their building — and capture the data to prove the lift.

Resident picking up product from Placement locker

of marketers say Out-of-Home is essential to reinforcing brand messaging.

of purchases still come from physical retail — sampling drives the pull-through.

of customers are more likely to buy a product after sampling it firsthand.

Our nationwide infrastructure

10,000+ buildings across the country.

Every red dot is a Placement-enabled apartment community with automated locker infrastructure, ready to deliver samples directly to residents.

Platform features

Not a drop.
A data engine.

Every Placement campaign is built around six capabilities that traditional sampling can't match. You own the consumer relationship, the data, and the follow-up.

◎

Hyper-targeted distribution

Reach consumers by zip code, building type, resident demographics, and behavioral traits — from athletes to college students to premium apartment renters.

⬢

First-party data collection

Capture emails, grooming preferences, and opt-ins directly from consumers. No third-party platforms. No guesswork. No retargeting tax.

◈

Custom brand insights

Add your own questions to learn what consumers actually think — grooming habits, brand perception, purchase intent, and category openness.

✉

Resident email blasts

We send professionally designed, brand-forward emails to every building's resident list — before your product ever hits their hands.

◉

Live campaign tracking

Real-time dashboard to monitor redemptions, response rates, and performance across every location in every market.

✧

UGC & social amplification

Turn real-world samples into digital buzz. Prioritize residents with social handles, track posts, stories, and mentions tied to the campaign — then amplify the winners for year-round beach culture content.

How it works

Six steps from
sample to shelf lift.

Tailored for GilletteLabs' body grooming audience. An end-to-end sampling engine — from resident notification to category manager proof. Every step feeds the next with first-party data you own forever.

Click to explore

Targeting filter UI showing intent signals

Resident picking up sample from Luxer locker

Sentiment dashboard with category-manager-ready proof

Step 01 of 06

Resident notification

We text, email, and push in-app notifications to every resident within 3 miles of your priority stores — letting them know your product is about to drop, for free, inside their building.

See the user experience for yourself.

Walk the exact flow a resident sees when a GilletteLabs Body Razor sample hits their building — notification, claim, unlock, try, feedback. Less than 60 seconds end-to-end.

Launch the live demo →

The GilletteLabs Plan

Three markets.
One clean story for retail.

A high-level view of how Placement will put 10,000 GilletteLabs Body Razors into the hands of qualified body groomers across LA, San Diego and Miami — three coastal markets where beach culture drives year-round body grooming demand.

🗺

Market Strategy

LA (3,333 units) — Beach culture, influencer capital, deepest retail density
Miami (3,333 units) — Beach culture, premium apartments
San Diego (3,334 units) — Athletic + college audience

🎯

Audience Targeting

Men 18-34, POME priority (18-24)
Body groomers (existing + new to category)
Athletes & fitness-focused
College students
High-intent retail shoppers

🏪

Retailer Activation

Geo-target Walmart & Target stores
Amazon package velocity overlap
Within 3 miles of apartment footprint
Pre-sample retailer routing

📢

Content Amplification

UGC strategy for "shirts off" moments
Content creator network prioritization
Social handle verification & amplification
Resident testimonial capture

Samples delivered across three markets.

7/1

Target launch date — as early as July 1, 2026.

100%

Pre-sample screening to qualify body groomers.

Sample distribution

GilletteLabs Body Razor

Total
10,000

Per market
3,333

Precision targeting

7 layers between your razor
and the right hands.

Every sample passes through a layered qualification engine. Watch how we narrow 118,000 residents down to 10,000 verified body groomers — or click any layer to explore.

Click to explore each layer

Layer 01 of 07

118,000

100% of universe

Total addressable audience

Every resident within 3 miles of a Target or Walmart in LA, San Diego, and Miami. The widest aperture of our funnel — apartment buildings in Placement's network that overlap with GilletteLabs' priority retail footprint.

Starting universe — before any filters

✦

10,000 qualified samples

From 118K residents to 10K verified body groomers. No spray-and-pray — every GilletteLabs Body Razor reaches a hand that was already looking for it.

The coverage

Every store.
Every apartment.
Mapped.

Two live dynamic maps showing exactly which stores and apartment complexes this campaign touches. Click around, zoom, explore — every pin is a real location in our ecosystem.

Target footprint

Target stores within 3 miles of Placement's apartment ecosystem.

Target Stores

Green open circles · 140+ stores across 3 markets

Placement Apartments

Red circles · residential communities within 3mi

Open full map →

Three
markets.
One story.

LA brings beach culture, influencer density, and the deepest retail footprint. Miami offers year-round "shirts off" weather and premium apartments. San Diego completes the coastal corridor with athletes and college students. Together: a beach-focused body grooming test with massive retail footprint.

LA gives us the deepest cross-retailer density and the country's largest concentration of fitness influencers and content creators. 80+ Targets and 45 Walmarts within 3 miles of our apartment footprint. Beach culture here is a lifestyle, not a season — Venice, Santa Monica, Manhattan Beach drive year-round body grooming habits. Running 3,333 units in LA builds a consumer dataset and content library in the market where grooming trends start and spread nationally.

Residents52,000

Target Stores80

Walmart Stores45

Apartments50

Miami is built for body grooming. Warm weather, beach culture, and "shirts off" moments are year-round. 35 Targets and 28 Walmarts within 3 miles of our premium apartment footprint, many near luxury oceanside rentals and commercial buildings. The market validates that body grooming demand transcends geography — and that GilletteLabs' placement strategy works in the most competitive retail environment in the country.

Residents38,000

Target Stores35

Walmart Stores28

Apartments50

San Diego completes the coastal corridor with military, university, and athletic audiences. Home to SDSU, USD, and active military bases, plus world-class fitness infrastructure. 25 Targets and 20 Walmarts within 3 miles of our apartment footprint. This market delivers POME audience validation and test-and-learn on college student targeting — critical for a category where early adoption drives lifetime value.

Residents28,000

Target Stores25

Walmart Stores20

Apartments40

Three markets · one program

Total footprint

The combined reach of LA, San Diego, and Miami — one month of distribution, measured end-to-end.

Residents118,000

Target Stores140

Walmart Stores93

Apartments Targeted140

The reach funnel

From three markets to
one million touchpoints.

Follow the journey from market selection to sample-in-hand. Every tier amplifies the next — and every resident exits with your brand top of mind.

✦

Tier 01 · Markets

Three priority metros

Los Angeles · San Diego · Miami — selected for beach culture, retail density, and fitness-focused audiences.

—

✦

Tier 02 · Footprint

Apartment communities activated

140 high-density residential buildings, each hand-picked to sit within 3 miles of a priority Target or Walmart.

—

✦

Tier 03 · Audience

Unique qualified body groomers

Real human beings — opted-in, verified body groomers or category-open men 18-34, and within walking distance of Target and Walmart. No bots, no bounce, no wasted reach.

—

✦

Tier 04 · Messaging

Digital touchpoints delivered

10–12 touchpoints per resident across email, in-app push, SMS, building-blast signage, and retargeting — all routed through Placement's owned channels.

—

✦

Tier 05 · Conversion

GilletteLabs Body Razors placed in hand

Free GilletteLabs Body Razors dropped directly into apartment lockers — within proximity of the 140+ key Target and Walmart locations. Try, feedback, and retail proof in one motion.

—

Why Placement

The perfect channel
for GilletteLabs Body.

Placement doesn't just deliver samples — it places your product directly into the daily routine of the exact men GilletteLabs is built for.

★

Premium men, premium influence.

Placement's apartment ecosystem skews toward Class A multifamily properties — the nicest apartments in every metro. Young professionals with $120K+ household incomes, active social lives, and outsized influence on the men around them. When these guys recommend a razor, their gym buddies listen.

✈

Travelers who forgot their kit.

Many properties double as corporate housing and short-term hospitality — business travelers and relocators cycling through premium apartments in LA and Miami. Men arriving without grooming essentials, discovering a free GilletteLabs Body in their locker. That's an impulse conversion at exactly the point of need.

🏃

Athletes and active men, by design.

Targeting layers filter for fitness-forward residents — gym memberships, cycling clubs, running groups. Surfers in LA, beach volleyball in Miami, triathletes in San Diego. Body grooming isn't aspirational — it's functional. GilletteLabs Body arrives when it solves a real problem.

🎓

College students entering the category.

Network overlaps with university-adjacent apartments — UCLA, USC, UM, FIU, SDSU, USD. Men 18-24 entering body grooming for the first time. Getting GilletteLabs into their hands before they develop loyalty to a competitor is the definition of a POME play.

📱

Built-in UGC and content amplification.

Placement prioritizes residents with verified social media handles. Every sample is a potential story, review, or post. For GilletteLabs, this creates an organic content flywheel: real men, real experiences, real social proof — all geo-tagged to your beach markets.

📊

Data that digital advertising can't match.

Every sample comes back with first-party data: email opt-ins, grooming habit survey responses, purchase intent signals, retailer preference, and geo-tagged feedback. This isn't an impression — it's a consumer relationship. GilletteLabs walks away with a qualified CRM list, retail proof for category managers, and the behavioral data to retarget every single sampler across digital channels for months. No digital ad buy on earth gives you a verified email, a survey response, a zip code, and a product-in-hand — all from the same person, in the same moment.

Average household income in our apartment network.

18–34

Core male demographic — with POME priority on 18-24.

of customers buy a product after sampling it firsthand.

Get GilletteLabs Body into the hands that matter.

Men's groomingis hidden.

Digital fatigue

Retail clutter

Data gaps

Product in handfor less than a click.

10,000+ buildings across the country.

Not a drop.A data engine.

Hyper-targeted distribution

First-party data collection

Custom brand insights

Resident email blasts

Live campaign tracking

UGC & social amplification

A premium,high-intent audience.

Six steps fromsample to shelf lift.

Resident notification

See the user experience for yourself.

Three markets.One clean story for retail.

Market Strategy

Audience Targeting

Retailer Activation

Content Amplification

Three markets.One clean test.

7 layers between your razorand the right hands.

Total addressable audience

10,000 qualified samples

How we execute.

Every store.Every apartment.Mapped.

Target footprint

Walmart footprint

College & university overlap

Los Angeles

Miami

San Diego

Total footprint

From three markets toone million touchpoints.

The perfect channelfor GilletteLabs Body.

Premium men, premium influence.

Travelers who forgot their kit.

Athletes and active men, by design.

College students entering the category.

Built-in UGC and content amplification.

Data that digital advertising can't match.

Let's get GilletteLabs Body into10,000 homes that matter.

Get GilletteLabs Body
into the hands
that matter.

Men's grooming
is hidden.

Product in hand
for less than a click.

Not a drop.
A data engine.

A premium,
high-intent audience.

Six steps from
sample to shelf lift.

Three markets.
One clean story for retail.

Three markets.
One clean test.

7 layers between your razor
and the right hands.

Every store.
Every apartment.
Mapped.

From three markets to
one million touchpoints.

The perfect channel
for GilletteLabs Body.

Let's get GilletteLabs Body into
10,000 homes that matter.