P&G poised for Gillette Fusion ProGlide UK launch

Procter & Gamble is poised to launch its Gillette Fusion ProGlide razor system in the UK as part of its strategy to build brands through innovation.

The range, which launched in the US last year, will be available in the UK in the first half of 2011.

P&G claims that the launch of its predecessor range, Gillette Fusion, was the second largest FMCG launch in UK history, and believes that ProGlide could be the “biggest ever” FMCG launch in the UK.

Gillette Fusion ProGlide has been developed with seven “technological advancements” designed to improve the “closeness & comfort” of men’s shaving.

P&G’s UK Vice President & General Manager Irwin Lee, says: “This meaningful innovation is what our consumers demand from big brands like Gillette and is the key to delivering value growth to the category.”

We’ve seen amazing results in the US since launch despite significant competitive pressures and we’re fully committed to making Fusion ProGlide even more successful in the UK”

He adds that P&G is “determined to support the breakthrough innovation” behind the range and is committed to making the launch more successful in the UK than the US.

The launch will be supported by a significant marketing campaign in the UK but details are not yet available
Lee adds: “To continue to grow and succeed big brands need to stick to what they’re good at – innovation. With Fusion ProGlide we’re bringing together the best of Gillette’s razor technology and P&G’s skincare pedigree. We believe it’s going to be a very exciting year”.

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