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Gillette Introduces New Men's Shaving System
Sep 15, 2005
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Personal care appliance maker The Gillette Company announced the launch of Gillette Fusion(TM) and Gillette Fusion(TM) Power, a new wet shaving systems for men and the world's first razors to feature advanced technology on the front and on the back of the blade cartridge.

Gillette Fusion Power is the first razor to bring advanced electronics to wet shaving. Its patented on-board micro-chip optimizes the performance of the razor by regulating the voltage and frequency. A Low Battery Indicator Light illuminates when the AAA battery needs to be changed, and the Automatic Shut-off feature turns off the razor after approximately 8 minutes of continuous operation in case of accidental activation. In addition, Gillette Fusion Power blades feature Gillette's most advanced blade coating technology to provide incredible glide and comfort.

Both shaving systems feature a 5 blade Shaving Surface(TM) technology on the front of the cartridge, with blades spaced 30 percent closer together than MACH3 blades, the company says. The combination of adding more blades and narrowing the inter-blade span creates a "Shaving Surface" that distributes the shaving force across the blades, resulting in significantly less irritation and more comfort. The Precision Trimmer(TM) blade, a single blade on the back of the cartridge, allows men to easily trim sideburns, shave under the nose and shape facial hair with control and precision.

"For the first time in our history, we are launching two revolutionary shaving products simultaneously," said Peter K. Hoffman, President, Blades and Razors, The Gillette Company. "The Gillette Fusion brand sets a new standard in shaving technology and performance. We have high expectations that it will break the sales records previously set by Gillette MACH3."

Both the manual and power versions of Gillette Fusion include additional features on the front of the cartridge to improve the performance of the Shaving Surface. The new Flexible Comfort Guard follows the contours of the face to help the Shaving Surface comfortably shave closer. An Enhanced Indicator Lubrastrip fades to white when optimal shave conditions have been reduced. Both products feature a superbly engineered handle with an elastomer coating to provide a secure grip, better control, and a design that is elegant, highly functional and as next generation as the products' performance.

The Gillette Fusion brand will be supported by a well-funded advertising and marketing campaign, including print, radio, television and Internet advertising, in-store promotions, point-of-sale displays and direct mail.

Gillette Fusion and Gillette Fusion Power will be available in North America during the first quarter 2006 in food, drug, convenience and mass merchandise stores. The Gillette Fusion razor with two cartridges will retail for approximately U.S. $9.99, and the Fusion Power razor with one cartridge and a AAA Duracell battery will retail for approximately $11.99. A 4-pack of refill cartridges for Gillette Fusion will retail for approximately $12 to $13, and a 4-pack of Fusion Power cartridges will retail for approximately $13 to $14.

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