The Gillette Company (Boston, MA, U.S.) has launched M3Power, a battery-powered wet shaving system for men. According to the personal care products maker, M3Power outperforms all men's shaving systems, including its own MACH3Turbo, in closeness and comfort, by shaving more hair closer and in one stroke.
According to Gillete, the M3Power razor delivers gentle pulses to the shaving cartridge that stimulate hair upward and away from the skin, to make it easier to shave more thoroughly. The new razor uses proprietary blades and operates under 62 patents.
"Building on the tremendous success of the MACH3 franchise, we're powering up the world's best shave and providing a superior shaving experience," said Peter K. Hoffman, President, Blades and Razors, The Gillette Company. "We expect this new system to substantially fuel the value of the blade and razor category, in the same way that MACH3Turbo has driven growth over the past 2 years."
The battery-powered razor's proprietary blades are enhanced by a new coating, called "thin uniform telomer," which is said to improve in shaving comfort throughout the life of the blade. Other features include an Indicator(R) Lubrastrip(TM) infused with Vitamin E and Aloe, and a newly engineered handle with strategically placed gripping surfaces. The powered razor is also shower-safe.
Gillette M3Power will be available in North America in May 2004 in food, drug, convenience, and mass merchandise stores. The shaving system includes the refillable razor, two cartridges, and a AAA Duracell battery and will retail for approximately U.S. $14.99.
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