Procter & Gamble (P&G) has launched the new Gillette Fusion ProShield razor featuring new razor cartridge technology to protect against irritation.
The Fusion ProShield (rrp £12) has a new lubrication bar before the blades and a ‘lubastrip’ after, to protect against irritation, redness and bumps. The razor also comes with the brand’s FlexBall handle technology, for extra comfort and mobility.
Gillette senior brand manager Tina Koehler said: “Gillette is all about providing men with the ultimate in shaving comfort and closeness. With this in mind, 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.
“At Gillette, we constantly look for solutions to help improve the shave for guys, and our latest innovation is a perfect example of our commitment. 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 program and a range of POS material which retailers can use to create first-class displays to increase awareness and encourage purchasing decisions.