Gillette unveils major global product launch

Gillette Group is to launch a new women’s razor which will be backed by a global marketing push similar in scale to the &£625m launch of its men’s Mach 3 product.

Gillette claims the product, which is being unveiled on November 2, will be its biggest launch since Mach 3. The men’s razor was launched in 1997.

The new women’s product is expected to use the three-bladed technology of Mach 3. Codenamed “226”, Gillette hopes it will help increase its female shaving products business from $400m (&£275m) this year to $1bn (&£690m) within the next three to four years.

The shaving and personal care products company already has shaving products for women in its portfolio, including Gillette Sensor for Women.

A spokesman for Gillette says: “The launch will offer a revolutionary new shaving system for women.” He adds that its launch will be on a similar scale to the Mach 3’s, but refused to divulge any further details.

Gillette’s Mach 3 has become a billion dollar brand and the company earlier this year launched a &£10m UK advertising campaign to promote the razor. The campaign was created by Abbott Mead Vickers.BBDO and media was bought by OMD UK. AMV and OMD UK handles the creative and media work for all Gillette brands in the UK. AMV is expected to handle the women’s launch.

Gillette Group also includes the Braun appliances and Duracell ranges. Braun’s creative and media buying is handled by Lowe Lintas & Partners and OMD respectively, while Duracell is handled AMV and OMD.

The announcement of the launch follows the “forced” resignation of the company’s chairman and chief executive Michael Hawley.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here