Gillette Launches Women Venus Shaving System

The Gillette Company today announced a $150 million marketing campaign for its new Gillette for Women Venus shaving system, which includes television, print and radio advertising, an unprecedented mobile marketing effort and extensive in-store merchandising. Designed to encourage trial of the breakthrough Venus razor, the campaign is built upon a “Reveal the goddess in you” theme.

Although television advertising, which includes 30- and 15-second spots, is scheduled to break officially on April 2 in the U.S. and on April 9 in Europe, the campaign will be previewed during the E! Network’s Academy Awards special on March 29. Print advertising will break in May. In the television spot, created by BBDO New York, an army of smooth-skinned, bathing suited women reinforces the notion of the beach as the ultimate testing ground for great looking legs. Driving the visuals is a new rendition of “Venus,” the classic pop tune that was a number one hit for British group Bananarama in 1986.

“We know that women view shaving as an opportunity to ‘reveal’ smooth, shapely legs that are temporarily obscured by hair, and are confident that the Venus campaign will establish an emotional connection with the concept of ‘revealing the goddess in you,”’ said Veronica Lewis, vice president, female shaving, The Gillette Company.

The spots will air during such programs as “Ally McBeal,” “Once and Again,” “Will & Grace” and “Providence,” and during the NBC Saturday Night Movie and ABC Disney Movie. Advertising will appear in such magazines as Vogue, InStyle, Cosmopolitan, People and Shape.

The new razor will also be supported by a “Venus in Motion” mobile marketing tour this summer, a unique sensory experience that encourages women to discover their inner goddess and, ultimately, to sample the new razor. Two customized 53-foot trucks and four SUV’s will travel to 19 cities throughout North America. The tour, which kicks off in Miami and Houston on April 21, will be supported by local advertising and on-air promotions. A consumer Web site, www.GilletteVenus.com, will provide women with shaving, product and tour information.

The triple-blade Venus shaving system provides the best shaving experience possible for women. The razor is designed specifically for how and where women shave – with soft, protective cushions, a rounded, pivoting cartridge that hugs a woman’s curves and an ergonomically designed handle that suits every woman’s shave style. ShowerSafe(TM) refills are individually sealed in waterproof dispensers to keep blades clean and dry and are stored in a shower-mounted shaving compact.

Venus is available in North America, Europe and select international markets in food, drug, convenience and mass merchandise stores. The suggested retail price is $7.49 – $7.99 [U.S.], including razor, storage compact and one additional cartridge. The suggested retail price of a Gillette for Women Venus 4-Pack of cartridges is $7.49 – $7.99 (U.S.).

Headquartered in Boston, Mass., 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, toothbrushes and oral care appliances.