Gillette is poised to launch a technologically superior alternative to its best-selling men’s shaving product, the triple-blade Mach3. The name of the product and the launch date for the new razor have yet to be revealed.
The launch, which is shrouded in secrecy, is likely be backed by a global marketing push similar in scale to the £625m launch of Mach3 in 1997.
The razor is part of a raft of product launches the company announced it was planning at the end of last year.
Earlier this year, the company launched Venus, a three-blade razor for women that used similar technology to that developed for Mach3. Venus was launched with a $100m (£70.6m) global marketing spend.
Gillette European communications director Paul Fox says: “We do not comment on any speculation about new product developments. Last year we announced that the company would introduce up to 30 new products over 15 months. Some products have already hit the market – including Venus, the new power Oral Care products and M3 and Duracell Plus batteries.”
Gillette claims that Mach3 has become a billion-dollar brand. Last year, Gillette launched a £10m UK advertising campaign, created by Abbott Mead Vickers.BBDO, to promote the razor. Gillette, under new chief executive, Jim Kilts, who was brought on board in January this year from food company Nabisco, is expected to review all its product lines and their brand positions globally.