Braun bodycruZer Joins Forces with Emmanuelle Chriqui to Lead the 'bodycruZade'

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Braun Spearheads Women's Movement for Well-Groomed Men

BRAUN® (PG) bodycruZer, the world's first all-in-one body groomer featuring Gillette® Fusion™ shaving technology, has teamed up with Emmanuelle Chriqui, of "Entourage," to help launch a new women's movement called the "bodycruZade" for well-groomed men. Recent Gillette surveys on male body grooming uncovered that only one-third of men age 24-34 shave, wax or trim below the neck but that 57 percent of men would change their body grooming habits if they received a negative reaction from their sexual partner. Other findings of the surveys included:

  • Sixty-three percent of American women are turned on by a well-groomed chest.
  • Sixty percent of men say one of the best reasons to bodygroom is to appear more attractive to a potential partner.
  • More than half of all men surveyed feel most comfortable seeking body grooming advice from their significant other.

To help spread the word, Emmanuelle Chriqui is encouraging women everywhere to visit http://www.bodycruzade.com .

The bodycruZade movement is in inspired by the launch of the new Braun bodycruZer with Gillette® Fusion™ shaving technology - the world's first all-in-one wet and dry body groomer featuring a powered trimmer to efficiently trim body hair and a Gillette Fusion blade for smooth, clean shaving results.

To launch the campaign, Chriqui is featured in an online video, which introduces the bodycruZade movement and encourages women to join the cause. In addition, the Braun bodycruZade Web site features a customizable video that allows women to send a message to their favorite guy praising his body grooming habits to reinforce the positive reactions a well-groomed man receives when he grooms below the neck.

Chriqui will post blog entries about bodygrooming on the Web site and women are encouraged to share their views on the topic by posting comments. Women are also invited to vote on the best entries of the Mr. bodycruZade contest - a contest that men can enter by posting a photo of their upper bodies to the site.

For more information on Braun bodycruZer or the "BodycruZade" movement please visit http://www.bodycruzade.com.

About Emmanuelle Chriqui
Emmanuelle Chriqui can currently be seen as "Sloan" on the hit HBO comedy series Entourage. She has appeared in several films including You Don't Mess With the Zohan, Cadillac Records, and the upcoming Women in Trouble and 13. Emmanuelle helped launch RAISEHOPEFORCONGO.ORG.

About Braun
Braun, a brand of The Procter & Gamble Company (NYSE: PG), manufactures a variety of high-quality, European-designed products that are sold worldwide, including electric shavers, oral care products, and household appliances. Please visit http://www.braun.com.

About P&G (NYSE: PG)
Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of over 135,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

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Kayla O'Brien
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