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P&G Looks for Growth Below the Neckline

January 27, 2014

Gillette to roll out body razor.

Smooth move by Procter & Gamble to roll out Gillette Body Razor next month. The launch is designed to stem slowing sales for razors as men embrace an unkept, stubble-based look. The razor, which is be in stores mid-February, will be the center of an ad campaign, that will have the tagline: "The first razor built for the male terrain."

"Facial shaving is somewhat down, but body shaving is up, and we can take advantage of that," said CFO Jon Moeller, who noted that grooming sales were flat at $2.1 billion.

P&G hopes the Body Razor, which will retail for $7.97, will help rejuvenate the category. It found that 37 million men in the U.S., about 29 percent, have shaved some part of their body from the neck down in the past 6 months. Usually, men use other methods like hair removal cream, waxing or their girlfriend's razor, said P&G spokeswoman Susan Oguche. "We felt there was an opportunity to make a product specifically designed for the curvature of the body," she said.

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