Gillette has brought forward plans for the launch of the first battery-operated system razor, in a reaction to the threat of Wilkinson Sword’s recently launched Quattro razor.
The product is being fast-tracked to market under the codename “Mach 3 Quantum” in the US, although industry sources say this name will be scrapped prior to launch in the UK, in favour of the name M3 Power.
M3 Power’s selling-point will be a battery in the handle, which vibrates the three blades to provide a more comfortable shave. M3 Power will be launched first in the US by the summer, with a European roll-out planned to begin in August. The product will be positioned as a premium alternative to existing Mach 3 products.
Advertising plans for the launch are still at an early stage. Gillette’s roster agency is Abbott Mead Vickers.BBDO, and media buying is handled by MindShare. The majority of Gillette’s advertising for the UK shaving market has so far been adapted from US work.
Industry sources say Gillette hopes the launch will beat back competition from the rejuvenated Wilkinson Sword, which has eroded Mach 3’s lead in the shaving market with the launch of Quattro.