Gillette smooths the path to shaving comfort

Shaving with Gillette's ProFusion razor

Building on the momentum of its current FlexBall technology, Gillette has launched Fusion ProShield, which it describes as “the ultimate in shaving comfort”.

Available now, the Fusion ProShield has been specifically engineered to proactively shield against irritation. Featuring a new Lubrication Bar before the blades and a Lubrastrip after, the razor comes complete with the brand’s FlexBall handle technology.

According to recent studies, most men take on average 170 strokes every time they shave. As many as 120 of them are re-strokes over the same area of the face after the initial strokes have wiped away most of the shave gel, causing irritation, redness and bumps.

Tina Koehler, Gillette Senior Brand Manager at P&G, commented: “We have made our best blades even better to minimise the need for re-strokes. We know, however, that old habits are hard to break which is why the new Fusion ProShield comes with lubrication before and after the blades, protecting the sensitive facial skin.

“More than 25 million men have already made the switch to FlexBall, and we are encouraging retailers to maximise their Health & Beauty sales by stocking up on Gillette’s most advanced razor.”

The launch is being supported by a nationwide TV advertising campaign, broad national print advertising, plus a digital and social media programme and a range of POS material.