Procter & Gamble's Gillette razor and blade brand is shaving away traditional marketing by using the iPhone as a means of communicating with its audience of male consumers.

Gillette has launched "uArt," an iPhone application that lets consumers use the Gillette Fusion razor to shave and create any facial hairstyle they like. Consumers just upload their picture, choose a facial hair texture, length and color, and then start shaving.

"As a grooming company, we want to help guys be their best and to achieve that, we want to provide tools to help them find the look and style that is right for them so they can express themselves," said Mike Norton, director of external relations at Gillette, Boston.

P&G is one of the leading consumer packaged goods manufacturers whose portfolio includes brands such as Tide, Iams, Pringle, Oral-B, Charmin, Pampers, Old Spice, Dawn, Camay, Tampax and Clairol.

Gillette is a brand of P&G currently used for safety razors among other personal hygiene products. P&G bought Gillette in 2005.

To shave using the uArt application, consumers just need to use their finger to guide the razor easily over the beard.

Users can create a chinstrap, handlebar, moustache, lamb chops and even design a totally new facial hairstyle.

By double-tapping, the user can get incredible shaving detail.

The application is geared towards males ages 15"34. It is being promoted via online marketing.

This isn't the first time that Gillette has relied on the mobile channel to target its audience. The grooming brand used mobile for some other promotional programs.

Most recently, Gillette recently completed a program with New York Yankee superstar Derek Jeter where consumers could send in a text and be eligible to win a free Gillette Fusion Razor.

Gillette is not the only well-known CPG brand that uses an iPhone application to address consumers.

Kraft Foods, the world's No. 2 food company, also has an iPhone and iPod touch application that offers consumers access to food and meal-planning ideas.

Called the "iFood Assistant," the app can be downloaded from the Apple App Store for installation on any iPhone or iPod touch. The app targets consumers on the go looking for recipes (see story).

Additionally sportswear maker Nike extended its Nike Training Club program to mobile to target active women on the go. How?

Nike agency R/GA, New York, created a Nike Training Club iPhone application that complements the wired Web site at http://www.nikewomen.com (see story).

Gillette's use of mobile is in keeping with evolving consumer habits.

"The Gillette audience is doing more than watching TV or sitting in front of a computer -- they are active and moving," Mr. Norton said. "The app helps guys explore and achieve the look and style that is right for them.

"Guys can interact with the brand through a medium in which they are most engaged," he said. "Mobile is a big part of guys' lives. It's a great medium. It's personal and guys spend a lot of time using their mobile devices.

"Brands have the opportunity to reach their audience through entertaining interactive apps that deliver a message."