11.28.16
Competitors cut like a knife...or a razor. Facing heated competition from arch-rival Unilever and a host of smaller firms, Procter & Gamble will introduce new products and packaging for Gillette razors as part of a major revamp linked to changing consumer habits and the need to fend off growing competition in retail stores and online.
To get the ball rolling, early next year Gillette's packaging will be revamped to boost "findability" and "shopability," according to Charles Pierce, group president, global grooming, P&G. Also on tap are new products like precision trimmers for guys who prefer facial hair. Earlier this year, the Braun brand entered the light-based hair removal segment of the business for women, Pierce noted. P&G has a 20 percent share of the $5 billion electric hair removal category.
No word yet, if P&G plans to reduce prices, stop stocking razors behind locked cases or develop packaging that doesn't require a chainsaw and sledgehammer to get to the blades.
To get the ball rolling, early next year Gillette's packaging will be revamped to boost "findability" and "shopability," according to Charles Pierce, group president, global grooming, P&G. Also on tap are new products like precision trimmers for guys who prefer facial hair. Earlier this year, the Braun brand entered the light-based hair removal segment of the business for women, Pierce noted. P&G has a 20 percent share of the $5 billion electric hair removal category.
No word yet, if P&G plans to reduce prices, stop stocking razors behind locked cases or develop packaging that doesn't require a chainsaw and sledgehammer to get to the blades.
