Gillette To Launch Men's Skin Care Line

2010-03-09 | 07:25

Pro Fusion to debut in June.

Finally, finally. After years of speculation, Gillette will finally have its own men's skin care line. In June, the brand will launchFusion ProSeries, a four SKU men’s skin care line. It is the first introduction of its kind under Gillette since the firm was acquired by P&G for $57 billion in 2005.

Gillette had launched a men’s skin care line in 2004 called Complete Skincare, a six-item collection that included a cleansing bar, shave gel, aftershave gel and an SPF 15 moisturizer. That line, however, was phased out within two years.

With the ProSeries initiative, P&G is out to boost its share of what it quantifies as a $6.1 billion North American male grooming industry. Of that, men’s blades and razors account for $2.4 billion, while men’s shaving creams and gels account for $364 million. Globally, the male grooming industry stands at $30.8 billion, according to P&G.

Wohl contended Gillette’s commitment to skin care for men, who have thicker and oilier skin than women, is “strong,” adding, “We’re committed to guys.”

The Gillette Fusion ProSeries line, which is priced from $6.99 to $8.99, includes Thermal Face Scrub, Sensitive Face Wash, Intense Cooling Lotion and Instant Hydration UV Moisturizer + SPF 15.

P&G claims the Thermal Face Scrub (3.3 oz.), designed to warm, comfort and clean the skin of dirt and oil, as well as help soften facial hair, is the first mass market men’s thermal face scrub.

According to P&G, Thermal Face Scrub shares similar technology with Olay,which markets a product called Regenerist Thermal Skin Polisher.

The Gillette Fusion ProSeries face wash (5oz.) employs a soap-free formula that includes aloe vera, while the cooling lotion (3.3oz.) is designed to hydrate “just-shaved skin” and combat irritation. The SPF 15 moisturizer (1.7oz.) is infused with vitamin E and is intended to provide all-day hydration and reduce tightness.

Gillette Fusion ProSeries will reach wide distributionin North American mass merchants, drugstore chains, grocery stores and club stores by June 6. A global expansion is slated for the next 12 to 18 months, according to P&G.