Procter & Gamble is launching a home-use laser hair remover under its Gillette brand, which is expected to provide competition to the sales of traditional depilatories.
The yet-to-be-named product, developed with Palomar Medical Technologies, has been given the green light by the US Food and Drug Administration and is thought to be being test-marketed in the US.
It is not clear when it will be launched in the UK and Europe, but the product is understood to have been earmarked for a global roll-out.
The new system will capitalise on the fast-growing professional light hair removal market, which is estimated to be worth more than $2.7bn (£1.35bn) in the US alone.
Acquired for £32bn by P&G in July 2005, Gillette rolled out its Fusion razor that year. The launch was hailed as evidence the acquisition was “working” by P&G global president and chief executive AG Lafley.
A P&G spokeswoman says: “The technology is still at the prototype stage and there is more work to do. We are not in a position to discuss the timing of any potential application of this technology at this point.”