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Gillette launches 'Fusion brand' - improve performance of Shaving Surface

22 Sep '05
3 min read
Gillette Fusion Power is the first razor to bring advanced electronics to wet shaving. Its patented on-board micro-chip optimizes the performance of the razor by regulating the voltage and frequency. A Low Battery Indicator Light illuminates when the AAA battery needs to be changed, and the Automatic Shut-off feature turns off the razor after approximately eight minutes of continuous operation in case of accidental activation.

Both the manual and power versions of Gillette Fusion include additional features on the front of the cartridge to improve the performance of the Shaving Surface. The new Flexible Comfort Guard follows the contours of the face to help the Shaving Surface comfortably shave closer.

The Gillette Fusion brand will be supported by a well-funded advertising and marketing campaign, including print, radio, television and Internet advertising, in-store promotions, point-of-sale displays and direct mail.

Gillette Fusion and Gillette Fusion Power will be available in North America during the First Quarter 2006 in food, drug, convenience and mass merchandise stores. The Gillette Fusion razor with two cartridges will retail for approximately $9.99, and the Fusion Power razor with one cartridge and a AAA Duracell battery will retail for approximately $11.99. A 4-pack of refill cartridges for Gillette Fusion will retail for approximately $12.00 to $13.00, and a 4-pack of Fusion Power cartridges will retail for approximately $13.00 to $14.00. Retail prices are at the sole discretion of individual retailers.

Boston based The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and hair epilation devices. In addition, the Company is the world leader in alkaline batteries and manual and power toothbrushes.

www.gillette.com
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