Gillette Rolls Out New Fusion Blades and Grooming Products

The Procter & Gamble Company has launched Gillette Fusion ProGlide shaving system, which it calls a significant advancement in shaving performance and comfort. The Company also announced the introduction of Gillette Fusion ProSeries, an advanced lineup of male skin care products that leverages Gillette’s 100-year shaving heritage and P&G’s unequalled understanding of skin and skin care to deliver Gillette’s best shaving and skin care experiences.

According to Gillette, despite major advances in shaving systems over the past 20 years, most men continue to experience discomfort during and after shaving, especially when the blades tug and pull, causing a series of unwanted side effects. To help address skin discomfort and the root cause of tug and pull, Gillette Fusion ProGlide and Gillette Fusion ProGlide Power add a series of high-precision advancements to the breakthrough technology already in Gillette Fusion. Consumer use testing shows that the Fusion ProGlide family is preferred at an up to 2-to-1 ratio over Gillette Fusion, the world’s best selling razor.

The science behind Gillette Fusion ProGlide addresses every aspect of interaction with both hair and skin while taking into account dozens of variables reflecting the shaving habits and rituals of men across the globe. Individually, these advancements, including low cutting force blades with thinner, finer edges; a new blade stabilizer; and a hair-guiding microcomb improve the performance of Gillette Fusion—the No. 1 razor recommended by dermatologists in the USA. However, the unique benefit of Gillette Fusion ProGlide is the combination and engineering of all these advancements, working together to deliver incredible comfort and an exceptional shaving experience.

“Beyond superior technology, Gillette Fusion ProGlide and Gillette Fusion ProSeries bring real solutions to men’s number one skin care need and continue our century-long track record of delivering trusted performance that helps men look, feel and be their best,” said Chip Bergh, group president, global male grooming, P&G. “By taking the world’s number one selling razor and making it better—dramatically better—we are defining a new standard for the more than 600 million men around the world who trust their faces to Gillette.”

Introduced in 2006, Gillette Fusion has grown market share every year, selling nearly 100 million blades and razors in 75 countries.