Gillette have begun a TV, online and print campaign called “What Women Want” to encourage men to shave body parts below the neck (manscaping). A print ad shows a sultry Kate Upton with a QR Code thought bubble under the heading “How Does Kate Upton Like Her Man’s Body Styled? Read her Mind” (image below). The QR Code resolves to a short video of Kate in which she is asked “How important is it for a guy to groom down there” and with a wink she responds “Very important”. Two similar print ads feature models Genesis Rodriguez and Hannah Simone.