Gillette introduces a FIVE

The US$2 billion dollar shaving market was energized yesterday when market-leader Gillette announced it will introduce a five blade razor. Apart from being the first five blade razor, it is the world’s first razor to feature advanced technology on the front AND back of the blade cartridge. On the back of the cartridge is a Precision Trimmer blade enabling the approximately 40% of US males sporting some form of facial hair to tri, shape and shave under their nose. Though Gillette has approximately 70% of the global shaving market, Schick has been making inroads recently with a temporary injunction against false advertising claims by Gillette for its M3Power razor (currently the top selling razor in the U.S.), Gillette’s inability to legally prevent Schick selling its four blade razor by arguing that the patent it holds for three-bladed razors extends to four-bladed razors, and the news a fortnight ago that Schick would introduce a powered model of its four blade razor.

“The performance of Gillette Fusion and Fusion Power is unprecedented, and testing among thousands of consumers overwhelmingly proves these are the world’s best shaving systems,” said Mr. Hoffman. “We listened to consumers and developed products that meet the shaving needs of all men, with or without facial hair, to help them look and feel their very best.” 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 US$9.99, and the Fusion Power razor with one cartridge and a AAA Duracell battery will retail for approximately US$11.99. A 4-pack of refill cartridges for Gillette Fusion will retail for approximately US$12.00 to US$13.00, and a 4-pack of Fusion Power cartridges will retail for approximately US$13.00 to US$14.00.

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