Gillette to introduce successor to Mach3

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.

Latest from Marketing Week

Get ready for Cannes 2018: Hot topics and what to see

Cannes Lions

With the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.


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