Gillette has introduced the latest in its long evolution of razors. Fusion ProGlide with Flex-Ball technology comes with an advanced handle that brand owner P&G says allow it to pivot in multiple directions over the contours of the face resulting in a closer shave. The razor also uses Fusion ProGlide blades.
The launch is backed by a broad marketing campaign featuring TV, print, digital and social activity.
A new 2-in-1 Shave Gel Plus Skincare product is also being rolled out, which comes with a new formulation that P&G says provides both shave gel and skin care in one product as well as a upgrade in packaging.
Jared Regan, Gillette Brand Manager, said: “Retailers can capitalise on the mass marketing awareness and in-store activity at launch to really drive growth in their shaving and personal care category.”
