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.