Gillette, the Procter & Gamble (P&G)-owned shaving and toiletry brand, has revamped its range of Venus female blades and razors in a bid to broaden its appeal.
The company has introduced new packaging across the entire range in a bid to “unify” its brand offering while also creating greater distinction between individual product variants.
The new products, which are being rolled out across supermarket chains this month, feature a water-themed background.
Venus is the UK’s leading female razorblade brand with a 63% share of the market, according to figures compiled by data research agency IRI.
P&G acquired the brand as part of its £32bn purchase of Gillette in October 2005. Its portfolio encompasses the Duracell batteries, Braun electrical appliances and Oral-B dental care brands.