Gillette to unleash blitz against Wilkinson Sword

Gillette has unveiled a raft of shaving products to be launched in the first quarter of next year to counter increased competition from revitalised rival Wilkinson Sword.

In the female razor market, Gillette will launch Venus Divine, an upgraded version of its best-selling Venus razor range with what it labels improved lubrication and blades. The launch follows Wilkinson Sword’s plans to introduce its triple-bladed razor Intuition, which lathers and shaves in one step (MW May 22).

Meanwhile, Gillette aims to bolster its leading Mach 3 range with the launch of Mach 3 Turbo Champion, which will feature red packaging and images of racing cars. The product will be joined by the launch of a triple-bladed system razor called Sensor 3.

The products will be rolled out at the same time as Wilkinson Sword’s introduction of its four-bladed Quattro razor (MW May 15).

The company is in th

e final stages of planning its launch campaign.

Gillette head of corporate communications for Europe Gary Olden says the company is looking at a number of ideas to support the launches, and refuses to rule out a tie-up with a racing team for Mach 3 Champion. Wilkinson Sword already has a sponsorship agreement with Manchester United Football Club.

Gillette plans to step up its marketing to counter increased competition in the razor category. Gillette’s roster agency is Abbott Mead Vickers.BBDO, and media buying is handled by MindShare.

A Gillette spokesman says: “There will be the usual large amounts of money put behind the launches in the new year. They are great products.”

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