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Gillette Flexes Its Muscle



Published April 29, 2014
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Gillette Flexes Its Muscle

Pity Gillette. In recent years, more guys have opted for beards, stubble and other no shave looks. More recently, the company has seen a rash of new competitors offering everything from single blades to battery powered contraptions, both promising to deliver a better shave.Then there's the hairy business regarding lackluster sales of Fusion, the would be beard-busting blockbuster that never really captured guys' fancy.

But  don't shed tears for Gillette...just yet. The Procter & Gamble brand is rolling out new Fusion ProGlide with FlexBall Technology, which promises to move, adjust and pivot to meet a man’s face. The product will be available in a broad range of traditional and online retail outlets in North America starting June 9 for a suggested retail price of $11.49. A power version rounds out the lineup at an SRP of $12.59.

But whether manual or power, new Fusion ProGlide with FlexBall Technology promises to ride a guy's facial contours for more constant contact to help get virtually every hair—a top shaving need cited by 8 out of 10 men, according to a company survey. Gillette’s pre-release testing shows that current ProGlide users preferred the new shaving experience 2-to-1 over the standard Fusion ProGlide.

“For more than a century, since King C. Gillette introduced the very first safety razor in 1901, Gillette has revolutionized the way the world shaves, fusing state-of-the-art engineering with precision manufacturing,” said Patrice Louvet, group president of global grooming and shave care. “Gillette invented the original pivot, and with FlexBall Technology, we’ve once again changed the shaving experience. The Fusion ProGlide with FlexBall Technology is truly shaving rebuilt to deliver the best a man can get.”

Key specifics of the all-new Fusion ProGlide with FlexBall Technology include:

 

  • A reimagined handle that gives the cartridge a fuller range of motion, responding to contours and maintaining close contact to get virtually every hair.
  • More ergonomic grip for precise control.
  • The same reliable cartridges fit the new handle and continue to feature: a precision-engineered array of five blades with thin and fine edges and an advanced, low-resistance coating for effortless cutting with less tug and pull than Fusion; comfort and performance details such as a lubrastrip to enable smooth movement over the skin even on repeat strokes and a blade stabilizer to maintain optimal spacing between the blades.


To celebrate the launch of the Fusion ProGlide with FlexBall Technology, Gillette will share some famous shave faces that will serve as a tribute to the need for maneuverability. Over the next six weeks, fans can follow Gillette on Twitter at www.twitter.com/Gillette and on Facebook at www.facebook.com/Gillette to guess some famous figures who will be revealing their shave face. To get the new blade in the hands of new users, Gillette will launch a six-city “Shaving Rebuilt” tour starting on May 12 and continuing through June 9 when wide in-store availability begins. Gillette will be visiting barbershops in Atlanta, Boston, Chicago, Los Angeles, Miami and San Francisco, giving select men a chance to try the razor before it hits shelves. Additional details can be found on Gillette’s Facebook page at www.facebook.com/Gillette.



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