Gillette launches new hi-tech razor

P amp;G’s grooming brand Gillette is introducing what it calls is “a new ground breaking razor”, the Gillette Fusion ProGlide with FlexBall Technology.

The newrazor is, says P amp;G,  expected to follow in the footsteps of Mach 3, Fusion, and Fusion ProGlide as one of the biggest FMCG launches in the UK.

According to the publicity blurb: “The new Flexball Technology is engineered to give noticeably smoother skin in a single stroke. The razor combines the very finest Gillette blades – Fusion ProGlide – with an advanced handle (featuring the breakthrough Flex-Ball technology) that allows the razor to pivot in multiple directions over the contours of the face.”

Gillette is supporting the launch with an extensive marketing campaign including nationwide TV advertising  supported by broad national print advertising, a comprehensive digital and social media programme.

Gillette has also launched a new grooming product, 2-in-1 Shave Gel Plus Skincare.

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