Gillette Adds Lower-Priced Razors

Beginning in January, Gillette will launch what it is calling its most comprehensive innovation bundle ever, with eight grooming solutions across a wide range of price points. New products include the first ever cooling technology for disposable razors, the first Venus facial hair removal device and new Gillette3 and Gillette5 refillable razors for less than $10.


The lineup simultaneously brings innovation up, down and across the Gillette portfolio, marking a very different approach for the brand, according to Procter & Gamble. The new solutions zero-in on several high interest areas such as: the 40 million US men who prefer disposable razors, the growing number of men who want high quality, refillable razors below $10, and the nearly 50% of women who remove facial hair.


“For over a century, our goal has been to deliver the best, most reliable grooming experience possible for consumers,” said Charlie Pierce, group president, global grooming, P&G. “With this launch, we are demonstrating that this commitment is true for every single product tier in our portfolio—and we are making Gillette’s technology even more accessible to men and women everywhere. We want consumers to know that whatever their need, we have a product that will deliver a superior experience and unbeatable value.”