Gillette extends Sensor range into disposables

Gillette is extending its Sensor shaving system into the disposable razor market next year, in an attempt to rival Wilkinson Sword.

Called Sensor 3, the spring-mounted triple-blade razor will be rolled out late next year into the UK and Europe, after its initial launch in the US in May.

Gillette is thought to be gearing up for increased competition from Wilkinson Sword, once the company is sold. Household goods company Reckitt Benckiser is rumoured to be the front-runner to buy the business from parent company Pfizer (MW last week).

Sensor 3 will be the Sensor brand’s first foray into the disposable razor market. The brand was initially launched in 1990. The razors will be available for both men and women. The men’s razor will contain aloe and vitamin E on the lubricating strip and the women’s razor will include aloe, vitamin E and “botanical oils”.

Gillette is also expected to increase the price of all its shaving blades by 2.5 per cent early next year.

The company recently handed its &£400m global media planning and buying account to MindShare, after pitching against incumbents OMD and Universal McCann (MW October 3).

The media review had been on the cards since the summer, when chairman and chief executive James Kilts signalled his intention to examine all the company’s agency relationships.

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